Public Relations: Strategies and Tactics

by Wilcox, Dennis L.

• ISBN13: 9780321055552
• ISBN10: 0321055551
• Edition: 6th
• Format: Hardcover
• Copyright: 1999-12-01
• Publisher: Pearson College Div

Summary

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.

Table of Contents

Detailed Contents	v
Preface	xix
PART 1 ROLE
What Is Public Relations?	1	(25)
The Evolution of Public Relations	26	(33)
Ethics and Professionalism	59	(24)
The Individual in Public Relations	83	(16)
Public Relations Departments and Firms	99	(21)
PART 2 PROCESS
Research	120	(21)
Program Planning	141	(21)
Communication	162	(29)
Evaluation	191	(17)
PART 3 STRATEGY
Public Opinion and Persuasion	208	(25)
The Audience and How to Reach It	233	(30)
Public Relations and the Law	263	(27)
PART 4 APPLICATION
Corporations	290	(28)
Politics and Government	318	(25)
International Public Relations	343	(25)
Membership Organizations	368	(16)
Social, Cultural, and Health Agencies	384	(26)
Education	410	(18)
Entertainment, Sports, and Travel	428	(23)
PART 5 TACTICS
The Internet and Other New Technologies	451	(20)
Written Tactics	471	(26)
Spoken Tactics	497	(32)
Visual Tactics	529	(24)
Directory of Useful Web Sites	553	(1)
A Public Relations Glossary	554	(5)
Bibliography	559	(11)
Photograph Ackowledgments	570	(1)
Index	571