Public Relations: Strategies and Tactics, 12th edition

  • Dennis L. Wilcox, 
  • Bryan H. Reber

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Overview

Public Relations: Strategies and Tactics offers a readable, comprehensive, up-to-date look at public relations that instructors and students alike have praised for over 30 years. You'll find the numerous charts, photos and real-world case studies and examples to be engaging. And the authors' emphasis on ethical responsibility and references to landmark studies and time-honored PR techniques will help you understand the field.

The 12th Edition offers a revised chapter structure that provides more continuity between key concepts. An expanded chapter on social media reflects its dominant role in any public relations program or campaign. And a new chapter on careers in public relations encourages you to consider issues from the perspective of a working PR practitioner.

Published by Pearson (July 6th 2023) - Copyright © 2024

ISBN-13: 9780137945511

Subject: Communication

Category: Public Relations

Overview

Part 1: The Public Relations Profession

  1. Public Relations Today
  2. Careers in Public Relations
  3. The Growth of a Profession
  4. Departments and Firms
  5. Ethics and the Law

Part 2: The Public Relations Process

  1. Research and Campaign Planning
  2. Communication and Measurement
  3. Public Opinion and Persuasion
  4. Managing Competition, Conflict and Crisis
  5. Reaching Diverse Audiences

Part 3: Public Relations Tactics

  1. The Traditional Mass Media
  2. Online and Social Media
  3. Meetings, Events and Promotions

Part 4: Areas of Public Relations Practice

  1. Global Public Relations
  2. Corporate Public Relations
  3. Entertainment, Sports and Tourism
  4. Government and Politics
  5. Nonprofit, Health and Education

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