Public Relations:Strategies and Tactics: United States Edition

Klappentext

Public Relations: Strategies and Tactics, 9/e

Dennis L. Wilcox, *San JoseState University*
Glen T. Cameron, Universityof Missouri

Comprehensive and current, Public Relations: Strategies and Tactics helps students understand the basic concepts, strategies, and tactics practiced in public relations today. Grounded in scholarship, this ninth edition includes landmark case studies to help students relate relevant public relations theory to the actual practice of public relations. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages students to think about creative uses of new media.

New to the ninth edition:

• “Reaching a Multicultural and Diverse Audience” (Ch. 11) emphasizes and explains strategies for reaching diverse audiences that include different age groups, cultures and physical disabilities.
• New On the Job boxes contain current examples of moral dilemmas faced by practitioners, followed by questions for students to consider as they read or as part of a lively classroom discussion in the classroom. Topics range from Michael Vick's dog-fighting charges to Bank of America's campaign in the Hispanic Community and Harry Potter's press coverage.
• Nearly all new PR Casebooks relate contemporary topics to central concepts in public relations and include the iPhone, China's international reputation, Hurricane Katrina, Duke University's lacrosse scandal, and online campaigns.
• “The Evolution of Public Relations” (Ch. 2) discusses the direction of trend lines in public relations and potential challenges public relations professionals may face in the next 50 years.

What one reviewer says about Wilcox and Cameron's Public Relations: Strategies and Tactics:

“Wilcox and Cameron have the best introductory textbook on the market. It is very complete, well organized, and I always tell my students that, 'almost everything you need to know about public relations is in this textbook.'”

- Robert Carroll, Ph.D., York College of Pennsylvania

Zusammenfassung

Comprehensive and current, Public Relations: Strategies and Tactics, Ninth Edition helps students better understand the basic concepts, strategies, and tactics practiced in public relations today. Public Relations: Strategies and Tactics combines numerous real-life case studies with core theoretical to help students relate theory to the actual practice of public relations. This comprehensive 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 students to think about creative uses of new media.

Inhalt

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 a Multicultural and Diverse Audience

Chapter 12: Public Relations and the Law

Chapter 13: New Technologies in Public Relations

Part 4: Tactics

Chapter 14: News Releases, Media Alerts, and Pitch Letters

Chapter 15: Radio, Television, and the Web

Chapter 16: Media Interviews, News Conferences, and Speeches

Part 5: Application

Chapter 17: Corporations

Chapter 18: Politics and Government

Chapter 19: Global Public Relations
Chapter 20: Nonprofit Organizations

Chapter 21: Education

Chapter 22: Entertainment, Sports, and Travel