Essentials of Public Relations

by Wilcox, Dennis L.; Ault, Phillip H.; Agee, Warren K.; Cameron, Glen T.

• ISBN13: 9780321082312
• ISBN10: 0321082311
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: Allyn & Bacon

Summary

Longman is proud to announce the publication of Essentials of Public Relations, a condensed version of the best-selling Public Relations: Strategies & Tactics by the same author team. The Essentials version retains the same winning features that have made the comprehensive version such a success: a highly readable writing style; an abundance of current, real-life case studies; unique "Global PR" boxes; new "Focus on Ethics" boxes; and the latest on technology's profound impact on the field. Offered at a value price for students, this new text also features an engaging four-color design. With excellent coverage of all the major topics, the renowned author team of Essentials of Public Relations prepares students to practice public relations effectively and ethically in today's global society.

Table of Contents

Detailed Contents	v
Preface	xix
PART 1 ROLE
What Is Public Relations?	1	(22)
The Evolution of Public Relations	23	(26)
Ethics and Professionalism	49	(22)
The Individual in Public Relations	71	(14)
Public Relations Departments and Firms	85	(19)
PART 2 PROCESS
Research	104	(17)
Program Planning	121	(18)
Communication	139	(24)
Evaluation	163	(14)
PART 3 STRATEGY
Public Opinion and Persuasion	177	(20)
The Audience and How to Reach It	197	(23)
Public Relations and the Law	220	(22)
PART 4 APPLICATION
Corporations	242	(21)
Politics and Government	263	(20)
International Public Relations	283	(21)
Nonprofit Organizations	304	(40)
Entertainment, Sports, and Travel	344	(20)
PART 5 TACTICS
The Internet and Other New Technologies	364	(17)
Written Tactics	381	(21)
Spoken Tactics	402	(26)
Visual Tactics	428	(19)
Photograph Acknowledgments	447	(2)
Index	449