9780321055552

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.

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

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Amazon no longer offers textbook rentals. We do!

Public Relations: Strategies and Tactics

Public Relations: Strategies and Tactics

0321055551

Summary

Table of Contents

Supplemental Materials