9780205581481

Public Relations : Strategies and Tactics

by ;
  • ISBN13:

    9780205581481

  • ISBN10:

    020558148X

  • Edition: 9th
  • Format: Hardcover
  • Copyright: 1/1/2009
  • Publisher: Allyn & Bacon
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Summary

Comprehensive and current,Public Relations: Strategies and Tactics9/e helps readers better understand the basic concepts, strategies, and tactics practiced in public relations today.In its ninth edition,Public Relations: Strategies and Tacticscombines numerous real-life case studies with fundamental concepts of the field to help readers relate theory to the actual practice of public relations. The text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages readerss to think about creative uses of new media.

Table of Contents

Role
What Is Public Relations?
The Evolution of Public Relations
Ethics and Professionalism
Public Relations Departments and Firms
Process
Research
Program Planning
Communication
Evaluation
Strategy
Public Opinion and Persuasion
Conflict Management: Dealing with Issues, Risks, and Crises
Reaching a Multicultural and Diverse Audience
Public Relations and the Law
New Technologies in Public Relations
Tactics
News Releases, Media Alerts, and Pitch Letters
Radio, Television, and the Web
Media Interviews, News Conferences, and Speeches
Application
Corporations
Politics and Government
Global Public Relations
Nonprofit Organizations
Education
Entertainment, Sports, and Travel
Table of Contents provided by Publisher. All Rights Reserved.

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