Comprehensive and current,Public Relations: Strategies and Tactics9/e helps readers better understand the basic concepts, strategies, and tactics practiced in public relations today.In its ninth edition,Public Relations: Strategies and Tacticscombines numerous real-life case studies with fundamental concepts of the field to help readers relate theory to the actual practice of public relations. The text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages readerss to think about creative uses of new media.