Making It in Public Relations or Investments Vol II

Making It in Public Relations: An Insider's Guide to Career Opportunities

Author: Leonard Mogel

Making It in Public Relations is a comprehensive, realistic guide to everything one needs to know when pursuing a successful career in public relations. It is an introduction to public relations, written for students who want or need a definition of the profession to understand what they are moving into as a career. A thorough overview of the various roles and responsibilities involved in PR work, the different types of PR functions and activities, and its application in a variety of settings and scenarios are provided. In fulfilling the book's editorial role, author Leonard Mogel profiles the 10 largest public relations firms, life on the fast track at a small PR firm, how corporate communications is carried on at a large financial institution, and public relations for diverse organizations. It will be of interest to those studying public relations at the university level; recent mass communication, journalism, and public relations graduates; interns in public relations firms; and employees in other fields contemplating a move to this profession.

Table of Contents:

	Acknowledgments
	Introduction
1	A Very Short History of Public Relations	1
2	Public Relations: What It Is, What It Does	4
3	The Components of Public Relations	14
4	The Public Relations Counsel Firm: Profiles of the 10 Largest	24
5	Life on the Fast Track at a Small Public Relations Firm	45
6	An Inside Look at Corporate Affairs at the Bank of America	49
7	Public Relations for Diverse Organizations	60
8	Getting the Ink: Media Practice, Media Placement, and Media Relations	68
9	Internal and Employee Communications, Employee Relations, and Employee Publications	100
10	Speechwriting, Speechmaking, and Executive Presentations	113
11	Public Affairs, Lobbying, and Issues Management	123
12	Public Interest, Public Service	138
13	Strategic and Integrated Public Relations and Brand Marketing	148
14	Financial Public Relations and Investor Relations	163
15	Entertainment and Personal Public Relations	179
16	Healthcare Marketing and Communications	189
17	Crisis Communications and Management	204
18	New Media High-Tech Public Relations	229
19	Colleges, Extension Programs, and Summer Institutes	238
20	The Alphabet Organizations of Public Relations	243
21	Important Publications, Web Sites, and News Services	254
22	The Job Search	270
23	The Future Face of Public Relations	317
	Endnotes	321
	Glossary	324
	References	331
	Recommended Reading	341
	Author Index	345

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Investments - Vol. II: Securities Prices and Performance

Author: Edwin J J Elton

This collection of articles in investment and portfolio management spans the thirty-five-year collaborative effort of two key figures in finance. Each of the nine sections begins with an overview that introduces the main contributions of the pieces and traces the development of the field. Each volume contains a foreword by Nobel laureate Harry Markowitz.

Volume I presents the authors' groundbreaking work on estimating the inputs to portfolio optimization, including the analysis of alternative structures such as single and multi-index models in forecasting correlations; portfolio maximization under alternative specifications for return structures; the impact of CAPM and APT in the investment process; and taxes and portfolio composition.

Volume II covers the authors' work on analysts' expectations; performance evaluation of managed portfolios, including commodity, stock, and bond portfolios; survivorship bias and performance persistence; debt markets; and immunization and efficiency.