Public Relations Strategies and Tactics Plus MyCommunicationLab with eText -- Access Card Package

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  • Edition: 10th
  • Format: Package
  • Copyright: 2011-05-26
  • Publisher: Pearson
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Updated in a 10thedition, Public Relations: Strategies and Tactics, Tenth Edition, clearly explains to students the basic concepts, strategies, and tactics of today's public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The tenth edition emphasizes the application of the Internet and social media for programs and campaigns.

Table of Contents

Part 1  Role

Chapter 1        What Is Public Relations?

Chapter 2        The Evolution of Public Relations

Chapter 3        Ethics and Professionalism

Chapter 4        Public Relations Departments and Firms

Part 2   Process

Chapter 5        Research

Chapter 6        Program Planning

Chapter 7        Communication

Chapter 8        Evaluation


Part 3   Strategy

Chapter 9        Public Opinion and Persuasion

Chapter 10      Conflict Management: Dealing with Issues, Risks, and Crises

Chapter 11      Reaching Diverse Audiences

Chapter 12      Public Relations and the Law 

Part 4   Tactics

Chapter 13      The Internet and Social Media  

Chapter 14      Preparing Materials for Mass Media 

Chapter 15      Radio and Television 

Chapter 16      Meetings and Events   

Part 5   Application

Chapter 17      Corporations

Chapter 18      Entertainment, Sports, and Tourism

Chapter 19      Politics and Government 

Chapter 20      Global Public Relations  

Chapter 21    Nonprofit, Health, and Education 

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