Public Relations: Strategies And Tactics

Paperback | March 18, 2014

byDennis L. Wilcox, Glen T. Cameron, Bryan H. Reber

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Clearly explains the basic concepts, strategies, and tactics of today’s public relations practice

 

Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The writing is geared to undergraduates, and many colorful charts and photos are used to enhance major concepts.
 

MySearchLab is a part of the Wilcox/Cameron/Reber program. Research and writing tools, including access to academic journals, help students understand critical thinking in even greater depth. To provide students with flexibility, students can download the eText to a tablet using the free Pearson eText app.


 

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From the Publisher

Clearly explains the basic concepts, strategies, and tactics of today’s public relations practice   Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and...

Dennis L. Wilcox, Ph.D., is professor emeritus of public relations and past director of the School of Journalism & Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America, former chair of the PRSA Educator’s Academy, and past chair of the publi...
Format:PaperbackDimensions:624 pages, 10.1 × 8.1 × 1 inPublished:March 18, 2014Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0205960642

ISBN - 13:9780205960644

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Table of Contents

Part 1. Role  

Chapter 1. What Is Public Relations?

Chapter 2. The Evolution of Public Relations  

Chapter 3. Ethics and Professionalism 

Chapter 4. Public Relations Departments and Firms  

 

Part 2. Process  

Chapter 5. Research  

Chapter 6. Program Planning  

Chapter 7. Communication  

Chapter 8. Evaluation  

 

Part 3. Strategy  

Chapter 9. Public Opinion and Persuasion  

Chapter 10. Conflict Management: Dealing with Issues, Risks, and Crises  

Chapter 11. Reaching Diverse Audiences  

Chapter 12. Public Relations and the Law  

 

Part 4. Tactics  

Chapter 13. The Internet and Social Media  

Chapter 14. Preparing Materials for Mass Media 

Chapter 15. Radio and Television  

Chapter 16. Meetings and Events  

 

Part 5. Application 

Chapter 17. Corporations  

Chapter 18. Entertainment, Sports, and Tourism  

Chapter 19. Politics and Government  

Chapter 20. Global Public Relations  

Chapter 21. Nonprofit, Health, and Education