416 pages, 10.7 × 8.4 × 0.8 in
July 29, 2012
The following ISBNs are associated with this title:
ISBN - 10: 0205857256
ISBN - 13: 9780205857258
Table of Contents
In this Section: 1) Brief Table of Contents 2) Full Table of Contents 1) Brief Table of Contents Chapter 1: What is Public Relations? Chapter 2: Careers in Public Relations Chapter 3: The Growth of a Profession Chapter 4: Today's Practice: Departments and Firms Chapter 5: Research and Campaign Planning Chapter 6: Communication and Measurement Chapter 7: Public Opinion and Persuasion Chapter 8: Managing Competition and Conflict Chapter 9: Ethics and the Law Chapter 10: Reaching Diverse Audiences Chapter 11: The Mass Media Chapter 12: The Internet and Social Media Chapter 13: Events and Promotions Chapter 14: Global Public Relations Chapter 15: Corporate Public Relations Chapter 16: Entertainment, Sports, and Tourism Chapter 17: Government and Politics Chapter 18: Nonprofit, Health, and Education 2) Full Table of Contents Chapter 1: What is Public Relations? Challenge of Public Relations Global Scope A Variety of Definitions PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of “Junk” Food Public Relations as a ProcessThe Components of Public Relations Social Media in Action: Beware of Bamboozling BloggerHow Public Relations Differs from Journalism How Public Relations Differs from Advertising How Public Relations Differs from Marketing Toward an Integrated Perspective: Strategic Communication Summary Questions for Review and Discussion Tactics Chapter
From the Publisher
THINK Currency. THINK Relevancy. THINK Public Relations.
The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format. Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession.
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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