Format: Trade Paperback
Dimensions: 416 Pages, 8.27 × 10.63 × 0.79 in
Published: July 20, 2010
Publisher: Pearson Education
The following ISBNs are associated with this title:
ISBN - 10: 0205781691
ISBN - 13: 9780205781690
Table of Contents
What Is Public Relations? 2 The Challenge of Public Relations 4 Global Scope 5 A Variety of Definitions 6 PR Casebook> Doritos PR Helps Steal the Super Bowl Away from Budweiser 7 Public Relations as a Process 8 The Components of Public Relations 11 How Public Relations Differs from Journalism 12 Scope 13 Objectives 13 Audiences 13 Channels 13 How Public Relations Differs from Advertising 14 How Public Relations Differs from Marketing 15 How Public Relations Supports Marketing 15 Toward an Integrated Perspective: Strategic Communication 17 Summary 20 Questions for Review and Discussion 21 TACTICS Other Firms’ Suffering Has Bolstered the Public Relations Business, The Economist 22 Careers in Public Relations 24 A Changing Focus in Public Relations 26 The Range of Public Relations Work 28 Personal Qualifications and Attitudes 28 Five Essential Abilities 29 PR Casebook> Pepsi Creates Social Media Buzz with Amp App 31 Organizational Roles 32 The Value of Internships 33 Salaries in Public Relations 34 Entry-Level Salaries 34 Salaries for Experienced Professionals 34 Salaries
From the Publisher
Relations engaging visual design and contemporary
applications help readers develop a fundamental understanding of
current issues affecting public relations practice today - all at a
low price. Readers are introduced to exciting and innovative
public relations campaign examples in the context of relevant
theory and core concepts that they will need to succeed in the
world of public relations.
From the Jacket
- Designed for today's students, THINK Public
Relations features a clean, open, full- color, engaging visual
design with exciting infographics.
- Value-Priced. THINK Public
Relations retails for less than half the costs of most introductory
Public Relations textbooks.
- THINK Public Relations is supported by The ThinkSpot
(www.thethinkspot.com), an open access website that
provides numerous learning and study tools for students.
- Chapter summaries in PDF format
- Flashcards that can be printed and are also accessible on
- Chapter-by-chapter quizzes
- Audio summaries
- Value-priced downloadable audio chapters.
Tactics, current readings
with annotations, provide relevant current examples of key concepts
as they appear in primary sources. Readings are annotated with
questions from the text's authors to help improve
PR Casebooks, featured in
each chapter, offer students an in-depth look at a real-world
campaign and encourages reflection through critical thinking
THINK light bulb
questions throughout allow students to hone their critical
thinking skills as they read.
Ethics in Action boxes
introduce readers to the important ethical and legal issues facing
public relations practitioners today.
BTW… boxes encourage
reader to explore current topics of importance in today's workplace
in more depth
about actual campaigns capture students attention and highlight
applications of essential chapter topics. Open-ended questions at
the end of each essay help focus the reader on the most important
questions addressed in the chapter.
Apply Your Knowledge
exercises encourage students to apply what they have
learned in the chapter to a contemporary situation in order to
polish their public relations acumen.
End-of-chapter material features a
bulleted list summary to help students quickly and efficiently
review key topics, as well as questions for review and discussion
to allow readers to test their understanding of chapter
About the Author
DENNIS L. WILCOX, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator’s Academy, and past chair of the public relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques . His honors include PRSA’s “Outstanding Educator,” the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is active in the International Public Relations Association (IPRA) and a member of the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly consults and gives lectures and workshops to students and professionals in a variety of nations. GLEN T. CAMERON, Ph.D., is Gregory Chair in Journalism Research and founder of the Health Communication Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award-winning conference papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for care