Effective Personal Communication Skills for Public Relations

Make ideas contagious through every channel of communication
Viral marketing -- word-of-mouth marketing that spreads rapidly -- is now mainstream, but some of its concepts are still catching on in the realm of public relations. Drawing partly on the theories of evolutionary biologist Richard Dawkins, who used the phrase "meme" to describe a self-replicating unit of cultural information, Andy Green shows how contagious ideas --or memes -- can spread through PR communications like a virus. This stimulating, original book shows how to harness the power of communication to send out a message not just virally, but through online traditional channels as well.

ANDY GREEN is Professor of Comparative Education at the Institute of Education, University of London, UK. He has published widely on a range of education issues, with major works translated into Chinese, German, Japanese and Spanish. His published books include "High Skills: Globalization, Competitiveness and Skills Formation" (with Phil Brown and Hugh Lauder), "Convergences and Divergences in European Education and Training Systems" (with Alison Wolf and Tom Leney), "Education, Globalization and the Nation State" and "Education and State Formation: The Rise of Education Systems in England, France and the USA,"
JOHN PRESTON is Senior Lecturer in Citizenship at the University of East London, UK. He has written widely on themes of adult education, social capital and social cohesion. He has conducted consultancy for UNESCO and is currently working on a study of social cohesion and exclusion in the European Commission.
JAN GERMEN JANMAAT is a Postdoctoral Fellow at the Institute of Education, University of London, UK, working on projects supported by a Framework Six Marie Curie grant. His research interests include citizenship education and the formation of identities and values among youngsters. He has published in the journals "Ethnic and Racial Studies," "European Education" and "Nationalities Papers,"