Public Relations: Strategies and Tactics, 11th Edition

• Dennis L. Wilcox
• Glen T. Cameron
• Bryan H. Reber
• 11th edition | Published by Pearson  - Copyright © 2015
•  9781292056586

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-honoured public relations techniques. The writing is geared to undergraduates, and many colourful charts and photos are used to enhance major concepts.

PART 1: ROLE
1. What Is Public Relations?
2. The Evolution of Public Relations
3. Ethics and Professionalism
4. Public Relations Departments and Firms

PART 2: PROCESS
5. Research
6. Program Planning
7. Communication
8. Evaluation

PART 3: STRATEGY
9. Public Opinion and Persuasion
10. Conflict Management: Dealing with Issues, Risks, and Crises
11. Reaching Diverse Audiences
12. Public Relations and the Law

PART 4: TACTICS
13. The Internet and Social Media
14. Preparing Materials for Mass Media
15. Radio and Television
16. Meetings and Events

PART 5: APPLICATION
17. Corporations
18. Entertainment, Sports, and Tourism
19. Politics and Government
20. Global Public Relations
21. Nonprofit, Health, and Education