Public Relations: Strategies and Tactics / Edition 6

Public Relations: Strategies and Tactics / Edition 6

by Dennis L. Wilcox
     
 

ISBN-10: 0321055551

ISBN-13: 9780321055552

Pub. Date: 12/02/1999

Publisher: Pearson

Public Relations: Strategies and Tactics, 9/e

Dennis L. Wilcox, San Jose State University
Glen T. Cameron, University of Missouri

 

Comprehensive and current, Public Relations: Strategies and Tactics helps students understand the basic concepts, strategies, and tactics practiced in

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Overview

Public Relations: Strategies and Tactics, 9/e

Dennis L. Wilcox, San Jose State University
Glen T. Cameron, University of Missouri

 

Comprehensive and current, Public Relations: Strategies and Tactics helps students understand the basic concepts, strategies, and tactics practiced in public relations today. Grounded in scholarship, this ninth edition includes landmark case studies to help students relate relevant public relations theory to the actual practice of public relations. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages students to think about creative uses of new media.

New to the ninth edition:

  • “Reaching a Multicultural and Diverse Audience” (Ch. 11) emphasizes and explains strategies for reaching diverse audiences that include different age groups, cultures and physical disabilities.
  • New On the Job boxes contain current examples of moral dilemmas faced by practitioners, followed by questions for students to consider as they read or as part of a lively classroom discussion in the classroom. Topics range from Michael Vick’s dog-fighting charges to Bank of America’s campaign in the Hispanic Community and Harry Potter’s press coverage.
  • Nearly all new PR Casebooks relate contemporary topics to central concepts in public relations and include the iPhone, China’s international reputation, Hurricane Katrina, Duke University’s lacrosse scandal, and online campaigns.
  • “The Evolution of Public Relations” (Ch. 2) discusses the direction of trendlines in public relations and potential challenges public relations professionals may face in the next 50 years.

What one reviewer says about Wilcox and Cameron’s Public Relations: Strategies and Tactics:

“Wilcox and Cameron have the best introductory textbook on the market.  It is very complete, well organized, and I always tell my students that, ‘almost everything you need to know about public relations is in this textbook.’”

-  Robert Carroll, Ph.D., York College of Pennsylvania

 

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Product Details

ISBN-13:
9780321055552
Publisher:
Pearson
Publication date:
12/02/1999
Edition description:
Older Edition
Pages:
584
Product dimensions:
7.70(w) x 9.45(h) x 1.02(d)

Related Subjects

Table of Contents

Contents in Detail
Preface
In Memoriam - Edward L. Bernays
Note to Students
Pt. 1Role1
Ch. 1What Is Public Relations?2
Ch. 2The Evolution of Public Relations24
Ch. 3Ethics and Professionalism54
Ch. 4The Individual in Public Relations78
Ch. 5Public Relations Departments and Firms95
Pt. 2Process119
Ch. 6Research120
Ch. 7Program Planning140
Ch. 8Communication161
Ch. 9Evaluation192
Pt. 3Strategy207
Ch. 10Public Opinion and Persuasion208
Ch. 11The Audience and How to Reach It234
Ch. 12Public Relations and the Law264
Pt. 4Application291
Ch. 13Corporations292
Ch. 14Politics and Government321
Ch. 15International Public Relations346
Ch. 16Membership Organizations371
Ch. 17Social, Cultural, and Health Agencies386
Ch. 18Education412
Ch. 19Entertainment, Sports, and Travel429
Pt. 5Tactics451
Ch. 20The Internet and Other New Technologies452
Ch. 21Written Tactics471
Ch. 22Spoken Tactics496
Ch. 23Visual Tactics527
A Public Relations Glossary549
Bibliography555
Photo Acknowledgments567
Index569

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