416 pages, 10.7 × 8.4 × 0.8 in
July 20, 2010
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 for Women: The Gender Gap 36 The Value of Public Relations 38 Summary 40 Questions for Review and Discussion 41 Managing Competition and Conflict 42 A New Way of Thinking: Conflict and Competition 44 The Role of Public Relations in Managing Conflict 46 It Depends: Factors That Af
From the Publisher
THINK Public 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. These include:
- Chapter summaries in PDF format
- Flashcards that can be printed and are also accessible on mobile phones
- 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 comprehension.
PR Casebooks, featured in each chapter, offer students an in-depth look at a real-world campaign and encourages reflection through critical thinking questions.
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
Chapter-opening essays 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 material.
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 career achievement. The University of Missouri honored him