Thư viện PR - Truyền thông

PR - Truyền thông là quá trình giao tiếp của doanh nghiệp với công chúng thông qua các câu chuyện về doanh nghiệp nhằm mục tiêu thu hút sự yêu mến, tin tưởng của công chúng với doanh nghiệp. PR - Truyền thông xây dựng thông tin hai chiều giữa công chúng và tổ chức, cá nhân, qua đó, nâng cao danh tiếng, uy tín, vị thế cạnh tranh, góp phần nâng cao hiệu quả sản xuất kinh doanh của doanh nghiệp. Cùng tham khảo nguồn tài liệu, sách, e-book, giáo trình và các kinh nghiệm về PR - Truyền thông hay và mới nhất giúp bạn kiến thức chuyên sâu về quản trị tổ chức sự kiện trong các doanh nghiệp; có tầm nhìn và tư duy sáng tạo để đưa ra những ý tưởng lớn, có kỹ năng tổ chức sự kiện, kỹ năng phối hợp - làm việc nhóm, kỹ năng quản lý thời gian, kỹ năng giao tiếp, truyền thông hiệu quả.
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  • Chapter 19 - Social effects of mass communication. The following will be discussed in this chapter: Investigating mass communication effects, effects on knowledge and attitudes, media effects on behavior: a short history, the impact of televised violence, encouraging prosocial behavior, other behavior effects, research about the social effects of the internet, communication in the future: social impact.

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  • Chapter 18 - International and comparative media systems. The learning objectives for this chapter include: recognize the global leaders in newspapers, radio, and television; distinguish among the four main theories of government-press relationships; categorize media systems by ownership patterns and degree of government control; understand how politics, culture, geography, history, and economics affect a country's media system.

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  • Chapter 17 - Ethics and other informal controls. The learning objectives for this chapter include: distinguish among the types of informal controls on the media, explain the most important ethical principles, explain what the standards departments and performance codes are, discuss the relationship between the media and their advertisers vis-à-vis ethical practices, understand the pros and cons of pressure groups.

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  • Chapter 16 - Formal controls: laws, rules, regulations. The following will be discussed in this chapter: The press, the law, and the courts; protecting news sources; covering the courts; reporters’ access to information; defamation; invasion of privacy; copyright; obscenity and pornography; regulating broadcasting; regulating cable TV; the telecommunications act of 1996; regulating advertising.

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  • Chapter 15 - Advertising. The main contents of this chapter include all of the following: Defining advertising, a brief history of advertising, advertising in the digital age, organization of the consumer advertising industry, producing advertising, economics, business-to-business advertising.

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  • Chapter 14 - Public relations. The following will be discussed in this chapter: Defining public relations, a short history of public relations, public relations in the digital age, organization of the public relations industry, departments and staff, the public relations program, economics.

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  • Chapter 13 - News gathering and reporting. This chapter includes contents: Deciding what is news, news reporting in the digital age, categories of news and reporting, the news flow, the wire services, media differences in news coverage, readership and viewership.

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  • Chapter 12 - The internet and the world wide web. In this chapter we will discuss: A brief history of the computer, the internet, structure and features of the internet, the evolving internet, economics, feedback, social implications, the future: the evernet.

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  • Chapter 11 - Cable, satellite, and internet television. Learning objectives of this chapter include: trace the development of cable, satellite, and Internet television; describe the implications of the digital age for these media; understand the structure, content, and finances of cable, satellite, and Internet TV; appreciate the potential of user-generated content; explain the audience measurement techniques used for these media.

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  • Chapter 10 - Broadcast television. The following will be discussed in this chapter: History, contemporary broadcast television, television in the digital age, defining features of broadcast television, organization of the broadcast television industry, ownership in the television industry, producing television programs, economics, public broadcasting, home video, feedback.

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