Think Public Relations

Think Public Relations

Paperback

By (author) Dennis L. Wilcox, By (author) Glen T. Cameron, By (author) Bryan H. Reber, By (author) Jae-hwa Shin

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  • Publisher: Pearson
  • Format: Paperback | 416 pages
  • Dimensions: 213mm x 272mm x 18mm | 794g
  • Publication date: 8 August 2012
  • ISBN 10: 0205857256
  • ISBN 13: 9780205857258
  • Edition: 2, Revised
  • Edition statement: 2nd Revised edition
  • Illustrations note: colour illustrations, black & white tables, colour tables, figures
  • Sales rank: 561,142

Product description

THINK Currency. THINK Relevancy. THINK Public Relations. The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format. Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession. A better teaching and learning experience This program will provide a better teaching and learning experience-for you and your students. Here's how: *Personalize Learning-MySearchLab delivers proven results in helping students succeed, provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals. *Improve Critical Thinking-Questions and cases throughout the text encourage students to think critically about public relations topics. *Engage Students-An appealing visual design and real-world applications engage students in the material. *Apply Ethics- Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today. *Support Instructors-Activities and assessment in MySearchLab offer instructors supplemental materials to help their students succeed. Note: MyMySearchLab with eText does not come automatically packaged with this text. To purchase MySearchLab, please visit: www.mysearchlab.com or you can purchase a valuepack of the text + MySearchLab (at no additional cost): ValuePack ISBN-10: 0205916783 / ValuePack ISBN-13: 9780205916788

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Author information

Dennis L. Wilcox, Ph.D., is professor emeritus of public relations and past director of the School of Journalism and Mass Communications at San Jose State University, California. He is a Fellow and accredited (APR) member of the Public Relations Society of America (PRSA), former chair of the PRSA Educator's Academy, and past chair of the public -relations division of Association for Education in Journalism and Mass Communication (AEJMC). Dr. Wilcox has written six books, including being the lead author of Public Relations Strategies and Tactics and Public Relations Writing and Media Techniques. His honors include PRSA's "Outstanding Educator," the Xifra-Award from the University of Girona (Spain), and an honorary doctorate from the University of Bucharest. He is active in the International Public Relations Association (IPRA) and a member of the Arthur W. Page Society, a group of senior communication executives. Dr. Wilcox regularly consults and gives lectures and workshops to students and professionals in a variety of nations. Glen T. Cameron, Ph.D., is Gregory Chair in Journalism -Research and founder of the Health Communication -Research Center at the University of Missouri. Dr. Cameron has authored more than 300 articles, chapters, award--winning conference -papers, and books on public relations topics. A popular lecturer internationally, Dr. Cameron has received the Baskett-Mosse and Pathfinder awards for -career achievement. The University of -Missouri honored him in 2006 with the 21st Century Corps of Discovery Lectureship, which is given once each year by a globally recognized campus scholar. Dr. Cameron's ongoing public -relations -experience includes his management of more than $42 million in external funding of health public relations projects from sources such as the -National Institutes of Health, the National Cancer Institute, Missouri Foundation for Health, the U.S. -Department of Agriculture, the Centers for Disease Control and Prevention, the U.S Department of Defense, and Monsanto. Whenever he can, Dr. Cameron enjoys the rivers and mountains of his native Montana as well as wild spots around the world. Bryan H. Reber, Ph.D., is associate professor of public -relations at the University of Georgia, Grady College of Journalism and Mass Communication. Dr. Reber teaches courses that offer an introduction to public relations, management, writing, and campaigns. On the graduate level, he teaches classes in topics including management, persuasion, campaign research, and public opinion. His research focuses on public relations theory, practice, pedagogy, and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media. Dr. Reber regularly presents his research at national and international academic conferences. He is the co-author of two books: Gaining Influence in Public Relations and Public Relations -Today: Managing Competition and Conflict. Dr. Reber worked for 15 years in public relations at Bethel College, Kansas. He has conducted research for the Sierra Club, Ketchum, and the Georgia Hospital Association, among -others. Jae-Hwa Shin, Ph.D., Mph., is associate professor in the School of Mass Communication and Journalism at the University of Southern Mississippi. Dr. Shin is widely recognized as a prolific researcher in the field of public relations and has -actively participated in the emerging development of public relations theory. She co-authored Public Relations -Today: Managing Conflict and Competition, a text that incorporates her research, teaching, and professional experience. In addition, she has published her research in peer-reviewed journals such as Public -Relations Review, Journalism & Mass Communication Quarterly, Science Communication Journal, and Journal of Communication in Health Care. Dr. Shin is an active presenter at national and -international conferences such as those sponsored by the -International Communication Association, National Communication Association, and Association for Education in Journalism and Mass Communication. Prior to her teaching at the University of Southern Mississippi, she worked as the Public Relations Director for the Korea Economic Research Institute of the Federation of Korean Industries.

Table of contents

In this Section:1) Brief Table of Contents2) Full Table of Contents  1) Brief Table of Contents  Chapter 1: What is Public Relations?    Chapter 2: Careers in Public Relations Chapter 3: The Growth of a Profession  Chapter 4: Today's Practice: Departments and Firms   Chapter 5: Research and Campaign Planning Chapter 6: Communication and Measurement   Chapter 7: Public Opinion and Persuasion Chapter 8: Managing Competition and Conflict   Chapter 9: Ethics and the Law     Chapter 10: Reaching Diverse Audiences Chapter 11: The Mass Media Chapter 12: The Internet and Social Media  Chapter 13: Events and Promotions Chapter 14: Global Public RelationsChapter 15: Corporate Public Relations   Chapter 16: Entertainment, Sports, and Tourism Chapter 17: Government and PoliticsChapter 18: Nonprofit, Health, and Education     2) Full Table of Contents  Chapter 1: What is Public Relations?    Challenge of Public Relations   Global Scope   A Variety of Definitions   PR Casebook: PR, Advertising, and Marketing Combine Forces to Change the Reputation of â Junkâ Food   Public Relations as a ProcessThe Components of Public Relations   Social Media in Action: Beware of Bamboozling BloggerHow Public Relations Differs from Journalism  How Public Relations Differs from Advertising How Public Relations Differs from Marketing  Toward an Integrated Perspective: Strategic Communication  Summary Questions for Review and Discussion Tactics  Chapter 2: Careers in Public Relations A Changing Focus in Public Relations  Personal Qualifications and Attitudes  PR Casebook: My Summer as a New York Fashion InternOrganizational Roles  Social Media in Action: Beyond Facebook and Twitter: QR codes, CSCs, and StarStar Numbers The Value of Internships   Salaries in Public Relations   The Value of Public Relations   Summary  Questions for Review and Discussion   Chapter 3: The Growth of a Profession  A Brief History of Public Relations  PR Casebook: Lee advises Rockefeller and the Coal Industry Trends in Todayâ s Practice of Public Relations  Social Media in Action: Diversity Shows Up in Social Media UseA Growing Professional Practice  Professionalism, Licensing, and Accreditation  Summary  Questions for Review and Discussion  Tactics  Chapter 4: Today's Practice: Departments and Firms   Public Relations Departments  The Trend Toward Outsourcing   Public Relations Firms   Social Media in Action Firms Tweet to Self-PromotePR Casebook: Ogilvy and LG team up to raise technology awareness through a texting championshipSummary   Questions for Review and Discussion    Chapter 5: Research and Campaign Planning The Four Essential Steps of Effective Public Relations Research:  The First Step  Social Media in Action:  Measuring Social MediaResearch MethodsPlanning: The Second Step  PR Casebook: Zumba and Komen Party in Pink to Support Breast Cancer ResearchSummary  Questions for Review and Discussion  Tactics  Chapter 6: Communication and Measurement   Communication: The Third Step  Social Media in Action: Facebook Friends = Brain Power?Measurement: The Fourth Step   Measurement of Message Exposure   Measurement of Audience Awareness, Attitudes and Action   PR Casebook: â Donâ t be That Guyâ Campaign Fights Binge Drinking Summary   Questions for Review and Discussion   Chapter 7: Public Opinion and Persuasion  What Is Public Opinion? Opinion Leaders as Catalysts   The Role of Mass Media  The Role of Conflict   PR Casebook: Handguns in AmericaPersuasion in Public Opinion   Social Media in Action: Persuading Citizens to Join the U.S. Army Factors in Persuasive Communication   The Limits of Persuasion   Summary   Questions for Review and Discussion   Tactics  Chapter 8: Managing Competition and Conflict   A New Way of Thinking: Conflict and Competition   The Role of Public Relations in Managing Conflict  It Depends: Factors That Affect Conflict Management PR Casebook: Free SilvaThe Conflict Management Life Cycle   Managing the Life Cycle of a Conflict  Social Media in Action: Social Media and the BP Oil Spill CrisisSummary  Questions for Review and Discussion   Chapter 9: Ethics and the Law     What Is Ethics? Professional Guidelines  Dealing with the News Media  Public Relations and the Law  PR Casebook: Facebook Campaign Raises an Ethical RuckusEmployee Communications  Social Media in Action: Challenges Arise in Social Media RegulationCopyright Law Fair Use Versus Infringement Trademark Law  Regulations by Government Agencies  Liability for Sponsored Events  Working with Lawyers   Summary  Questions for Review and Discussion Tactics  Chapter 10: Reaching Diverse Audiences The Nature of the Public Relations Audience   Age Group Audiences  PR Casebook: Reaching Emerging Youth and Male AudiencesGender/Lifestyle Audiences   Social Media in Action: A Comfortable Discussion or Too Much Information?Ethnically Diverse Audiences   Global Audiences   Matching the Audience with the Media   Summary   Questions for Review and Discussion    Chapter 11: The Mass Media News Releases Media Advisories, Fact Sheets, Media Kits, and Pitch Letters PR Casebook: Saving the Arctic with Iconic Brand MascotsInterviews with Journalists and News Conferences   The Media Party and the Media Tour   The Reach of Radio and Television  Social Media in Action: YouTube Video Challenges Stereotype: Community Crafts its Own PSASummary   Questions for Review and Discussion   Chapter 12: The Internet and Social Media   The Internet Leveraging the Power of the InternetWebcasts, Podcasts, and WikisSocial Media PR Casebook: American Airlines Soars and Penn State CrashesThe Rising Tide of Mobile-Enabled Content Social Media in Action: On Campus and In the Kitchen    Summary  Questions for Review and Discussion  Tactics  Chapter 13: Events and Promotions A World Filled with Meetings and Events   Group Meetings     Banquets   PR Casebook: Cars and Comedy Benefit Boys and Girls Clubs Receptions and Cocktail Parties   Open Houses and Plant Tours  Conventions   Trade Shows   Social Media in Action: Are You A Mayor?Promotional Events Summary   Questions for Review and Discussion    Chapter 14: Global Public RelationsWhat Is Global Public Relations?   Public Relations Development in Other Nations  International Corporate Public Relations   Social Media in Action: Making the Most of Social Networks Around the WorldRepresenting U.S. Corporations in Other Nations   PR Casebook: Happiness Ambassadors Lead Convergent Media Campaign for CokePublic Diplomacy   The Rise of NGOs  Opportunities in International Work   Summary   Questions for Review and Discussion Tactics Chapter 15: Corporate Public Relations   Managing Corporate Reputations   Media Relations   Customer Relations   Social Media in Action: LinkedIn as a Public Relations Tactic?Employee Relations   Investor Relations   Marketing Communications   PR Casebook: Macyâ s Strives to Activate MillennialsEnvironmental RelationsCorporate Philanthropy   Summary   Questions for Review and Discussion    Chapter 16: Entertainment, Sports, and Tourism Public Relations in Entertainment, Sports, and TourismPromoting a PersonalitySocial Media in Action: Celebrities Thrive or Crash in 140 CharactersPromoting an Entertainment EventSports PublicityPR Casebook: Racing Sausages Win Fansâ HeartsTravel Promotion SummaryQuestions for Review and DiscussionTactics  Chapter 17: Government and PoliticsGovernment Public RelationsPublic Information and Public AffairsThe Federal GovernmentState GovernmentsLocal GovernmentsGovernment Relations by CorporationsPR Casebook: A Short History of Government Efforts to Promote NutritionLobbying Election CampaignsSocial Media in Action: Seeing the Light: Social Media in PoliticsSummaryQuestions for Review and Discussion Chapter 18: Nonprofit, Health, and Education   The Role of Public Relations in Nonprofit, Health, and Education Organizations   Fund-Raising   Membership Organizations   Advocacy Groups   PR Casebook: Advocacy Groups Face Off over Whole Foods CEO John Mackeyâ s Position on Healthcare   Social Service Organizations   Health Organizations   Educational Organizations   Summary   Questions for Review and Discussion  Tactics