Synopsis

• Utilizes a rhetorical approach (ch. 1, 2, 6, 10) to writing to emphasize the importance of language, helping students to become more skilled at communicating in a variety of new and innovative ways.
• Covers new technology in public relations (ch. 5, 8, 11, 12), including survey software, Web metrics, social networking and blogging, and online research, providing students with skills in new technology to better prepare them for careers in many areas of public relations and make them more skilled professional communicators.
• Provides guidance to students how to create compelling informational graphic and images (Ch.4), making students stronger all-around communicators and giving them a professional edge as images increasingly play a role in all communication.
• Incorporates a tutorial on editing, proofreading, and AP style (Ch.3) to help students to become more conscious of their own writing while providing them with a marketable skill most new professionals lack..
• Introduces the importance of design and typography (Ch.12) to better prepare students to meet the needs of their future clients and organizations.
• Encourages the development of international/intercultural communication skills (Ch.11) to aid students in being able to construct more effective messages in a culturally diverse environment.