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Public Relations : Strategies and Tactics,9780321015471

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Public Relations : Strategies and Tactics

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

ISBN13:

9780321015471

ISBN10:

0321015479

Format:

Hardcover

Pub. Date:

8/1/1997

Publisher(s):

Pearson College Div

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Table of Contents

Contents in Detail

vii

(8)

Preface

xv

(7)

In Memoriam

xxii

(1)

Edward L. Bernays

Note to Students

xxiii

Part 1 ROLE

1

(118)

Chapter 1 What Is Public Relations?

2

(22)

Chapter 2 The Evolution of Public Relations

24

(30)

Chapter 3 Ethics and Professionalism

54

(24)

Chapter 4 The Individual in Public Relations

78

(17)

Chapter 5 Public Relations Departments and Firms

95

(24)

Part 2 PROCESS

119

(88)

Chapter 6 Research

120

(20)

Chapter 7 Program Planning

140

(21)

Chapter 8 Communication

161

(31)

Chapter 9 Evaluation

192

(15)

Part 3 STRATEGY

207

(84)

Chapter 10 Public Opinion and Persuasion

208

(26)

Chapter 11 The Audience and How to Reach It

234

(30)

Chapter 12 Public Relations and the Law

264

(27)

Part 4 APPLICATION

291

(160)

Chapter 13 Corporations

292

(29)

Chapter 14 Politics and Government

321

(25)

Chapter 15 International Public Relations

346

(25)

Chapter 16 Membership Organizations

371

(15)

Chapter 17 Social, Cultural, and Health Agencies

386

(26)

Chapter 18 Education

412

(17)

Chapter 19 Entertainment, Sports, and Travel

429

(22)

Part 5 TACTICS

451

(98)

Chapter 20 The Internet and Other New Technologies

452

(19)

Chapter 21 Written Tactics

471

(25)

Chapter 22 Spoken Tactics

496

(31)

Chapter 23 Visual Tactics

527

(22)

A Public Relations Glossary

549

(6)

Bibliography

555

(12)

Photo Acknowledgments

567

(2)

Index

569

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