内容简介：
This work focuses on the interchange taking place between the two professions of public relations and journalism. It aims to reach the most imprtant goal they share, namely the conveyance of newsworthy information. To achieve this, the authors lead students from an understanding of these two different worlds through a practical step-by-step guide, explaining how PR practitioners and journalists interact with each other on a daily basis within a South African media contest. This book investigates and explains how the PR practitioner applies hournalistic skills imperative to succeed in public relations - for example interviewing, writing and photographic skills, design and page layout. It is written in an interactive style and entices the reader to participate in various exercises in the chapters, to test knowledge and skills acquired.