Authors: Dennis L. Wilcox, Glen T. Cameron
ISBN-13: 9780205626229, ISBN-10: 020562622X
Format: Paperback
Publisher: Allyn & Bacon, Inc.
Date Published: May 2009
Edition: 9th Edition
Comprehensive and current, Public Relations: Strategies and Tactics 9/e helps readers better understand the basic concepts, strategies, and tactics practiced in public relations today. In its ninth edition, Public Relations: Strategies and Tactics combines 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.
Contents in Detail | ||
Preface | ||
In Memoriam - Edward L. Bernays | ||
Note to Students | ||
Pt. 1 | Role | 1 |
Ch. 1 | What Is Public Relations? | 2 |
Ch. 2 | The Evolution of Public Relations | 24 |
Ch. 3 | Ethics and Professionalism | 54 |
Ch. 4 | The Individual in Public Relations | 78 |
Ch. 5 | Public Relations Departments and Firms | 95 |
Pt. 2 | Process | 119 |
Ch. 6 | Research | 120 |
Ch. 7 | Program Planning | 140 |
Ch. 8 | Communication | 161 |
Ch. 9 | Evaluation | 192 |
Pt. 3 | Strategy | 207 |
Ch. 10 | Public Opinion and Persuasion | 208 |
Ch. 11 | The Audience and How to Reach It | 234 |
Ch. 12 | Public Relations and the Law | 264 |
Pt. 4 | Application | 291 |
Ch. 13 | Corporations | 292 |
Ch. 14 | Politics and Government | 321 |
Ch. 15 | International Public Relations | 346 |
Ch. 16 | Membership Organizations | 371 |
Ch. 17 | Social, Cultural, and Health Agencies | 386 |
Ch. 18 | Education | 412 |
Ch. 19 | Entertainment, Sports, and Travel | 429 |
Pt. 5 | Tactics | 451 |
Ch. 20 | The Internet and Other New Technologies | 452 |
Ch. 21 | Written Tactics | 471 |
Ch. 22 | Spoken Tactics | 496 |
Ch. 23 | Visual Tactics | 527 |
A Public Relations Glossary | 549 | |
Bibliography | 555 | |
Photo Acknowledgments | 567 | |
Index | 569 |