Young Joon Lim

Transforming Public Relations: AI and Social Media Strategies is designed to help readers better understand and navigate the discipline of public relations in the digital era. The textbook focuses on the ways in which the emergence and rise of social media and AI have impacted the field. It equips readers with the knowledge they need to succeed in an ever-evolving media landscape. The book introduces students to the core principles of public relations within the context of the social media landscape and then addresses how the profession has evolved considering these technological developments. Readers learn about evolving communication models, how to leverage AI and social media in public relations research, ethics, and how to guide public perception regarding AI and social media. Additional chapters discuss media relations, corporate relations, crisis communication, government relations, nonprofits, working with celebrities, and more, all while considering essential public relations strategies and the integration of technology. The third edition not only features this new, key focus, but also fresh images and examples from the most frequently used AI programs (ChatGPT, Google Gemini, and Microsoft Copilot). A highly valuable guide, Public Relations helps students prepare for internships and entry-level public relations jobs. It is ideal for courses in advertising, journalism, or marketing, corporate, and strategic communication.

This book serves as a comprehensive guide for communication students and professionals to learn the fundamentals of research, including problem definition, literature review, research design, data collection, data analysis, and interpretation. It also covers how to conduct research in the age of AI-powered tools. With a growing demand for strategic communication professionals skilled in research and new technology, this book fills a void by providing students with the knowledge and skills they need to conduct effective research projects for class and future jobs.

This book serves as a comprehensive guide for communication students and professionals to learn the fundamentals of research, including problem definition, literature review, research design, data collection, data analysis, and interpretation. It also covers how to conduct research in the age of AI-powered tools. With a growing demand for strategic communication professionals skilled in research and new technology, this book fills a void by providing students with the knowledge and skills they need to conduct effective research projects for class and future jobs.

In 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market. It is imperative that the strategic communication professions take note of this oncoming Silver Tsunami and learn to make the most of it. This supplementary textbook, suitable for both undergrad and graduate students, explains how longevity has affected and must continue to affect marketing and advertising practices. While students rarely gear their professional paths towards elderly markets, engaging with the senior sectors can lead to an incredibly rewarding and successful career.In addition to 25 exclusive interviews with professionals working with seniors, the volume featuresnew, theory-based research on crisis public relations, advertising’s distorted mirror, unregulated medical advertising, and media erasurefocused content on many U.S. states and various foreign countriestext boxes within each chapter to highlight key pointsproject-related exercises at the end of each chapterengaging illustrations program appendices, including Project Resources and 50 Years of U.S. Elder-focused Cinema

In 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market. It is imperative that the strategic communication professions take note of this oncoming Silver Tsunami and learn to make the most of it. This supplementary textbook, suitable for both undergrad and graduate students, explains how longevity has affected and must continue to affect marketing and advertising practices. While students rarely gear their professional paths towards elderly markets, engaging with the senior sectors can lead to an incredibly rewarding and successful career.In addition to 25 exclusive interviews with professionals working with seniors, the volume featuresnew, theory-based research on crisis public relations, advertising’s distorted mirror, unregulated medical advertising, and media erasurefocused content on many U.S. states and various foreign countriestext boxes within each chapter to highlight key pointsproject-related exercises at the end of each chapterengaging illustrations program appendices, including Project Resources and 50 Years of U.S. Elder-focused Cinema

Public Relations: A Guide to Strategic Communication provides students with a comprehensive and modern look into the world of public relations. In a field that changes rapidly in both theory and practice, the book emphasizes current, practical information and reflects the newest trends.The book introduces students to the general nature of public relations and discusses careers in the field. Students learn about the history of public relations, academic research in the discipline, and the roles of public opinion, ethics, and the media in public relations. The book also covers employee relations, crisis communication, integrated marketing communication, government and nonprofit public relations, social media, and celebrity.The second edition has been heavily updated to feature current, relevant information and to better examine how the field of public relations has evolved. Each chapter features a Public Relations in Practice: Further Reading section, which highlights a company's public relations campaign and offers a link to more information. This new feature emphasizes successful, cutting-edge campaigns across a variety of business sectors.A highly valuable guide, Public Relations helps students prepare for internships and entry-level public relations jobs. It is ideal for courses in advertising, journalism, or marketing, corporate, and strategic communication.

Public Relations: A Guide to Strategic Communication provides students with a comprehensive and modern look into the world of public relations. In a field that changes rapidly in both theory and practice, the book emphasizes current, practical information and reflects the newest trends. The book introduces students to the general nature of public relations and discusses careers in the field. Students learn about the history of public relations, academic research in the discipline, and the roles of public opinion, ethics, and the media in public relations. The book also covers employee relations, crisis communication, integrated marketing communication, government and nonprofit public relations, social media, and celebrity. The second edition has been heavily updated to feature current, relevant information and to better examine how the field of public relations has evolved. Each chapter features a Public Relations in Practice: Further Reading section, which highlights a company's public relations campaign and offers a link to more information. This new feature emphasizes successful, cutting-edge campaigns across a variety of business sectors. A highly valuable guide, Public Relations helps students prepare for internships and entry-level public relations jobs. It is ideal for courses in advertising, journalism, or marketing, corporate, and strategic communication.Young Joon Lim holds a Ph.D. from the E.W. Scripps School of Journalism at Ohio University. He is an associate professor in the Department of Communication at the University of Texas, Rio Grande Valley, where he teaches courses in mass media campaigns, theories of communication, research in communication, and public relations theory and practice. Dr. Lim has experience in insurance sales, news reporting, and public relations for the defense industry.

Public Relations: A Guide to Strategic Communication gives students a look into the real world of public relations. In a field that changes rapidly in both theory and practice, the book emphasizes current, practical information and reflects the newest trends.Comprehensive in scope, Public Relations: A Guide to Strategic Communication introduces students to the general nature of public relations and discusses careers in the field. Students learn about the history of public relations, academic research in the discipline, and the roles of public opinion, ethics, and the media in public relations. The book also covers employee relations, crisis communication, integrated marketing communication, government and nonprofit public relations, social media, and celebrity.Written specifically for college sophomores and juniors who are considering public relations as a career, Public Relations: A Guide to Strategic Communication helps students prepare for internships and entry-level public relations jobs. It is ideal for courses in advertising, journalism, or marketing, corporate, and strategic communication.