Public Relations
Strategies and Tactics
6th Edition
Published on 16. March 2000
Book
Paperback/Softback
584 pages
978-0-321-05555-2 (ISBN)
Description
Public Relations presents an engaging and comprehensive overview of the principles, concepts, and methods of public relations. The text distinguishes itself from other texts in the field through the inclusion of case studies that are as current as today's headlines. This latest edition pays particular attention to global issues, use of the Internet and other new technologies, and ethical issues in public relations.
Reviews / Votes
"This is the best textbook I have reviewed in recent years. It is written concisely, yet clearly, is on target, and generally covers important issues and trends relating to public relations."-John M. Butler, University of Northern Iowa"Looking through the text, I can't think of any topics that the authors overlooked. This book is chock-full of graphic support, examples, lists, factoids, case studies, etc. Everything seems fresh and current, which is vital with today's Gen X students and for the topic of public relations."-Linda Hon, University of Florida
More details
Edition
6th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 239 mm
Width: 194 mm
Thickness: 24 mm
Weight
1100 gr
ISBN-13
978-0-321-05555-2 (9780321055552)
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
10/2002
7th Edition
Pearson Education (US)
€69.51
Article is exhausted; no reprint
Book
03/1995
Pearson
€64.56
Article exhausted; check for reprint
Content
Detailed Contents.
Preface.
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. Public Relations and the Law.
IV. APPLICATION.
13. Corporations.
14. Politics and Government.
15. International Public Relations.
16. Membership Organizations.
17. Social, Cultural, and Health Agencies.
18. Education.
19. Entertainment, Sports, and Travel.
V. TACTICS.
20. The Internet and Other New Technologies.
21. Written Tactics.
22. Spoken Tactics.
23. Visual Tactics.
Directory of Useful Web Sites.
A Public Relations Glossary.
Bibliography.
Photograph Acknowledgements.
Index.
Preface.
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. Public Relations and the Law.
IV. APPLICATION.
13. Corporations.
14. Politics and Government.
15. International Public Relations.
16. Membership Organizations.
17. Social, Cultural, and Health Agencies.
18. Education.
19. Entertainment, Sports, and Travel.
V. TACTICS.
20. The Internet and Other New Technologies.
21. Written Tactics.
22. Spoken Tactics.
23. Visual Tactics.
Directory of Useful Web Sites.
A Public Relations Glossary.
Bibliography.
Photograph Acknowledgements.
Index.