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Public Relations: Strategies and Tactics, 9/e

Public Relations: Strategies and Tactics, 9/e

Author(s):
  • Dennis L. Wilcox
  • Glen T. Cameron
    • Author: Dennis L. Wilcox
    • ISBN:9788131727430
    • Price: Rs. 599.00
    • Pages:612
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


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    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.

    Table of Content

    Part I: Role
    1. What Is Public Relations?
    2. The Evolution of Public Relations
    3. Ethics and Professionalism
    4. Public Relations Departments and Firms
    Part II: Process
    1. Research
    2. Program Planning
    3. Communication
    4. Evaluation
    Part III: Strategy
    1. Public Opinion and Persuasion
    2. Conflict Management: Dealing with Issues, Risks, and Crises
    3. Reaching a Multicultural and Diverse Audience
    4. Public Relations and the Law
    5. New Technologies in Public Relations
    Part IV: Tactics
    1. News Releases, Media Alerts, and Pitch Letters
    2. Radio, Television, and the Web
    3. Media Interviews, News Conferences, and Speeches
    Part V: Application
    1. Corporations
    2. Politics and Government
    3. Global Public Relations
    4. Nonprofit Organizations
    5. Education
    6. Entertainment, Sports, and Travel

    Salient Features

    • “On the Job: A Multicultural World” boxes feature updated real-world cases from all over the world to enable students to broaden their understanding of multicultural audiences and cultures.
    • “On the Job: Insights” boxes explain public relations tactics and standards, as tested and approved through trade associations, major firms, and corporate departments.
    • “On the Job: Ethics” asks students to form their own opinions regarding current ethical issues in the field, and to estimate the impact of their decisions.
    • “PR Casebook” presents a real-life PR situation by examining the public relations choices made by well-known companies, institutions, and individuals.
    • “PR Case Activity: What Would You Do?” gives students real-life situations to ponder and prompts them to think about the outcomes of their choices.
    • Words of advice from notable public relations professionals reiterate important themes of the text and pique student interest.