Clearly explains the basic concepts, strategies, and tactics of todays public relations practice
Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honoured public relations techniques. The writing is geared to undergraduates, and many colourful charts and photos are used to enhance major concepts.
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
