Public Relations
Strategies and Tactics
7th Edition
Published on 7. October 2002
Book
Hardback
570 pages
978-0-205-36073-4 (ISBN)
Description
Using real-life case studies, Public Relations: Strategies and Tactics helps students better understand the basic concepts, strategies, and tactics practiced in public relations today.
The text presents an engaging and comprehensive overview of the principles, concepts, and methods of public relations. Its systematic approach combines fundamental concepts with numerous real-life case studies, helping students relate theory to actual practice. Special emphasis is given to ethics, international public relations, and technology's growing impact on the field. Comprehensive and up-to-date, this best-seller shows how public relations plays a vital role in today's global economy and the public discussion of contemporary issues.
The text presents an engaging and comprehensive overview of the principles, concepts, and methods of public relations. Its systematic approach combines fundamental concepts with numerous real-life case studies, helping students relate theory to actual practice. Special emphasis is given to ethics, international public relations, and technology's growing impact on the field. Comprehensive and up-to-date, this best-seller shows how public relations plays a vital role in today's global economy and the public discussion of contemporary issues.
More details
Edition
7th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 256 mm
Width: 206 mm
Thickness: 28 mm
Weight
1260 gr
ISBN-13
978-0-205-36073-4 (9780205360734)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
07/2005
8th Edition
Pearson
€111.75
Article is exhausted; no reprint
Content
Preface.
In Memoriam-Phillip J. Ault.
Note to Students.
I. ROLE.
1. What Is Public Relations?
2. The Evolution of Public Relations.
3. Ethics and Professionalism.
4. The Individual in Public Relations.
5. Public Relations Departments and Firms.
II. PROCESS.
6. Research.
7. Program Planning.
8. Communication.
9. Evaluation.
III. STRATEGY.
10. Public Opinion and Persuasion.
11. The Audience and How to Reach It.
12. The Internet and Other New Technologies.
13. Public Relations and the Law.
IV. APPLICATION.
14. Corporations.
15. Politics and Government.
16. International Public Relations.
17. Nonprofit Organizations.
18. Education.
19. Entertainment, Sports, and Travel.
V. TACTICS.
20. Written Tactics.
21. Spoken Tactics.
22. Visual Tactics.
Directory of Useful Web Sites.
A Public Relations Glossary.
Bibliography of Selected Books, Directories, and Periodicals.
Credits.
Index.
In Memoriam-Phillip J. Ault.
Note to Students.
I. ROLE.
1. What Is Public Relations?
2. The Evolution of Public Relations.
3. Ethics and Professionalism.
4. The Individual in Public Relations.
5. Public Relations Departments and Firms.
II. PROCESS.
6. Research.
7. Program Planning.
8. Communication.
9. Evaluation.
III. STRATEGY.
10. Public Opinion and Persuasion.
11. The Audience and How to Reach It.
12. The Internet and Other New Technologies.
13. Public Relations and the Law.
IV. APPLICATION.
14. Corporations.
15. Politics and Government.
16. International Public Relations.
17. Nonprofit Organizations.
18. Education.
19. Entertainment, Sports, and Travel.
V. TACTICS.
20. Written Tactics.
21. Spoken Tactics.
22. Visual Tactics.
Directory of Useful Web Sites.
A Public Relations Glossary.
Bibliography of Selected Books, Directories, and Periodicals.
Credits.
Index.