9780205360734

Public Relations: Strategies and Tactics

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  • ISBN13:

    9780205360734

  • ISBN10:

    0205360734

  • Edition: 7th
  • Format: Hardcover
  • Copyright: 1/1/2003
  • Publisher: Allyn & Bacon
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Summary

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.

Table of Contents

PART 1 ROLE
What Is Public Relations?
1(26)
The Evolution of Public Relations
27(31)
Ethics and Professionalism
58(23)
The Individual in Public Relations
81(18)
Public Relations Departments and Firms
99(25)
PART 2 PROCESS
Research
124(20)
Program Planning
144(19)
Communication
163(28)
Evaluation
191(17)
PART 3 STRATEGY
Public Opinion and Persuasion
208(27)
The Audience and How to Reach It
235(28)
The Internet and Other New Technologies
263(26)
Public Relations and the Law
289(30)
PART 4 APPLICATION
Corporations
319(28)
Politics and Government
347(30)
International Public Relations
377(24)
Nonprofit Organizations
401(33)
Education
434(17)
Entertainment, Sports, and Travel
451(23)
PART 5 TACTICS
Written Tactics
474(22)
Spoken Tactics
496(30)
Visual Tactics
526

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