Public Relations : Strategies and Tactics
by Wilcox, Dennis L.; Cameron, Glen T.Edition: 9th
Format: Hardcover
Pub. Date: 2009-01-01
Publisher(s): Allyn & Bacon
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Summary
Comprehensive and current,Public Relations: Strategies and Tactics9/e helps readers better understand the basic concepts, strategies, and tactics practiced in public relations today.In its ninth edition,Public Relations: Strategies and Tacticscombines numerous real-life case studies with fundamental concepts of the field to help readers relate theory to the actual practice of public relations. The text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages readerss to think about creative uses of new media.
Table of Contents
| Role | |
| What Is Public Relations? | |
| The Evolution of Public Relations | |
| Ethics and Professionalism | |
| Public Relations Departments and Firms | |
| Process | |
| Research | |
| Program Planning | |
| Communication | |
| Evaluation | |
| Strategy | |
| Public Opinion and Persuasion | |
| Conflict Management: Dealing with Issues, Risks, and Crises | |
| Reaching a Multicultural and Diverse Audience | |
| Public Relations and the Law | |
| New Technologies in Public Relations | |
| Tactics | |
| News Releases, Media Alerts, and Pitch Letters | |
| Radio, Television, and the Web | |
| Media Interviews, News Conferences, and Speeches | |
| Application | |
| Corporations | |
| Politics and Government | |
| Global Public Relations | |
| Nonprofit Organizations | |
| Education | |
| Entertainment, Sports, and Travel | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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