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PR - a persuasive industry? = spin, public relations, and the shapingof the modern media /

Record Type:	Electronic resources : Monograph/item
Title/Author:	PR - a persuasive industry?/ Trevor Morris and Simon Goldsworthy.
Reminder of title:	spin, public relations, and the shapingof the modern media /
Author:	Morris, Trevor.
other author:	Goldsworthy, Simon.
Published:	Basingstoke [England] ;Palgrave Macmillan, : 2008.,
Description:	xiii, 204 p. :ill. ; : 25 cm.;
Subject:	Public relations. -
Online resource:	access to fulltext (Palgrave)
ISBN:	9780230594852

PR - a persuasive industry? = spin, public relations, and the shapingof the modern media /
Morris, Trevor.

PR - a persuasive industry?spin, public relations, and the shapingof the modern media /[electronic resource] :Trevor Morris and Simon Goldsworthy. - Basingstoke [England] ;Palgrave Macmillan,2008. - xiii, 204 p. :ill. ;25 cm.

Includes bibliographical references and index.

The Allure of PR -- The Lying Game -- PR: What exactly is it? -- WhyPR Can b2 st be a Profession -- Girls and Gurus -- PR and the Mass Media -- PR and Academia -- PR and Advertising -- PR in the World of Business -- The Shape of the Modern PR Industry -- Money Matters -- Specialist PR -- PR and Politics -- PR for Not-for-Profit Sector -- Internal Communications -- Where the PR industry is Heading.

Like it or loathe it, PR has become a key ingredient in our lives, but surprisingly little serious thought is given to what PR is and what its practitioners do. Glancing, usually disparaging references to PR abound, and journalists and others feel free to make overarching commentsbased on scant evidence, but PR remains under-examined and hard to study. The big PR firms remain shadowy, and by tradition PR people workingwithin big organizations do not seek the limelight. If PR is an industry, it is a fragmented and diffuse one, scattered across all parts of the economy and society in thousands of small cells. In both the UK and the US, for example, the largest consultancies employ fewerthan 1% of those who work in PR. Similarly even the largest companies have PR departments that rarely have more than a hundred staff and usually many fewer. PR also operates under many aliases - it seems that only a minorityof practitioners like calling themselves public relations people - andits border territories with other communications and marketing disciplines are blurred and often disputed. This makes it difficult for outside observers and scholars to get to grips with PR, but also surprisinglyhard for those working in PR to know their own business: no one individual has real experience of all the main areas of PR work. PR people have represented all kinds of causes and interests, and have done so using all kinds of tactics. They have been associated with many sins: creating false pretexts for wars; political spin and skulduggery; and seeking to excuse the worst excesses of the corporate world, to the point of claiming that b1 sToxic sludge is good for you! b2 s But, equally, your favourite charity, celebrity, hospital and politician, as well as theinnocuous companies you rely on to meet your day-to-day needs, use PR.Mahatma Gandhi, Martin Luther King and Nelson Mandela were all brilliant at public relations: Mandela still is. So, in their own ways, were Hitler, Stalin and Saddam Hussein. Public relations is a strangely contradictory business. The authors explain some of those contradictions. This book is essential reading not just for journalists, students and PR practitioners - whether they work in business, government or for NGOs -but for anyone concerned about the ingredients of the media they consume. The authors use a skilful blend of inside knowledge, experience andscholarship to explore this rapidly growing industry and reach new andchallenging conclusions about the role PR is destined to play in the 21st century.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2009.

Mode of access:World Wide Web.

ISBN: 9780230594852

Standard No.: 10.1057/9780230594852doiSubjects--Topical Terms:

159219
Public relations.
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HD59 / .M643 2008eb

Dewey Class. No.: 659.2

PR - a persuasive industry? = spin, public relations, and the shapingof the modern media /
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505 0 $a The Allure of PR -- The Lying Game -- PR: What exactly is it? -- WhyPR Can b2 st be a Profession -- Girls and Gurus -- PR and the Mass Media -- PR and Academia -- PR and Advertising -- PR in the World of Business -- The Shape of the Modern PR Industry -- Money Matters -- Specialist PR -- PR and Politics -- PR for Not-for-Profit Sector -- Internal Communications -- Where the PR industry is Heading.
520 $a Like it or loathe it, PR has become a key ingredient in our lives, but surprisingly little serious thought is given to what PR is and what its practitioners do. Glancing, usually disparaging references to PR abound, and journalists and others feel free to make overarching commentsbased on scant evidence, but PR remains under-examined and hard to study. The big PR firms remain shadowy, and by tradition PR people workingwithin big organizations do not seek the limelight. If PR is an industry, it is a fragmented and diffuse one, scattered across all parts of the economy and society in thousands of small cells. In both the UK and the US, for example, the largest consultancies employ fewerthan 1% of those who work in PR. Similarly even the largest companies have PR departments that rarely have more than a hundred staff and usually many fewer. PR also operates under many aliases - it seems that only a minorityof practitioners like calling themselves public relations people - andits border territories with other communications and marketing disciplines are blurred and often disputed. This makes it difficult for outside observers and scholars to get to grips with PR, but also surprisinglyhard for those working in PR to know their own business: no one individual has real experience of all the main areas of PR work. PR people have represented all kinds of causes and interests, and have done so using all kinds of tactics. They have been associated with many sins: creating false pretexts for wars; political spin and skulduggery; and seeking to excuse the worst excesses of the corporate world, to the point of claiming that b1 sToxic sludge is good for you! b2 s But, equally, your favourite charity, celebrity, hospital and politician, as well as theinnocuous companies you rely on to meet your day-to-day needs, use PR.Mahatma Gandhi, Martin Luther King and Nelson Mandela were all brilliant at public relations: Mandela still is. So, in their own ways, were Hitler, Stalin and Saddam Hussein. Public relations is a strangely contradictory business. The authors explain some of those contradictions. This book is essential reading not just for journalists, students and PR practitioners - whether they work in business, government or for NGOs -but for anyone concerned about the ingredients of the media they consume. The authors use a skilful blend of inside knowledge, experience andscholarship to explore this rapidly growing industry and reach new andchallenging conclusions about the role PR is destined to play in the 21st century.
533 $a Electronic reproduction. $b Basingstoke, England : $c Palgrave Macmillan, $d 2009. $n Mode of access:World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Mar. 3, 2009). $n Access may berestricted to users at subscribing institutions.
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