9780321055552

Public Relations: Strategies and Tactics

by
  • ISBN13:

    9780321055552

  • ISBN10:

    0321055551

  • Edition: 6th
  • Format: Hardcover
  • Copyright: 12/1/1999
  • Publisher: Pearson College Div
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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

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