Full Description
Clearly explains the basic concepts, strategies, and tactics of today's public relations practice Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The writing is geared to undergraduates, and many colorful charts and photos are used to enhance major concepts.MySearchLab is a part of the Wilcox/Cameron/Reber program. Research and writing tools, including access to academic journals, help students understand critical thinking in even greater depth. To provide students with flexibility, students can download the eText to a tablet using the free Pearson eText app.ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.PackagesAccess codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.Used or rental booksIf you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code.Access codesAccess codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase.--
Contents
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 Diverse Audiences Chapter 12. Public Relations and the Law Part 4. Tactics Chapter 13. The Internet and Social Media Chapter 14. Preparing Materials for Mass Media Chapter 15. Radio and Television Chapter 16. Meetings and Events Part 5. Application Chapter 17. Corporations Chapter 18. Entertainment, Sports, and Tourism Chapter 19. Politics and Government Chapter 20. Global Public Relations Chapter 21. Nonprofit, Health, and Education
