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Full Description
Public Relations: Strategies and Tactics offers a readable, comprehensive, up-to-date look at public relations that instructors and students alike have praised for over 30 years. You'll find the numerous charts, photos and real-world case studies and examples to be engaging. And the authors' emphasis on ethical responsibility and references to landmark studies and time-honored PR techniques will help you understand the field.
The 12th Edition offers a revised chapter structure that provides more continuity between key concepts. An expanded chapter on social media reflects its dominant role in any public relations program or campaign. And a new chapter on careers in public relations encourages you to consider issues from the perspective of a working PR practitioner.
Contents
Part 1: The Public Relations Profession
Public Relations Today
Careers in Public Relations
The Growth of a Profession
Departments and Firms
Ethics and the Law
Part 2: The Public Relations Process
Research and Campaign Planning
Communication and Measurement
Public Opinion and Persuasion
Managing Competition, Conflict and Crisis
Reaching Diverse Audiences
Part 3: Public Relations Tactics
The Traditional Mass Media
Online and Social Media
Meetings, Events and Promotions
Part 4: Areas of Public Relations Practice
Global Public Relations
Corporate Public Relations
Entertainment, Sports and Tourism
Government and Politics
Nonprofit, Health and Education
