Public Relations

Public Relations : Strategies and Tactics

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Comprehensive and current, Public Relations: Strategies and Tactics, Tenth Edition, clearly explains to students the basic concepts, strategies, and tactics of today's public relations practice. The tenth edition emphasizes the application of the Internet and social media for programs and campaigns. It encourages student to actively engage in critical thinking, analysis, and problem solving. 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-honored public relations techniques. The writing is geared to undergraduates, and many colorful charts and photos are used to enhance major more

Product details

  • Hardback | 624 pages
  • 203.2 x 259.08 x 25.4mm | 1,202.01g
  • Pearson Education (US)
  • Old Tappan, United States
  • English
  • Revised
  • 10th Revised edition
  • 0205770886
  • 9780205770885
  • 1,250,087

Back cover copy

A new Chapter 16, "Meetings and Events, " gives students practical advice and checklists for organizing everything from a banquet to a convention and a trade show. A new Chapter 13, "The Internet and Social Media" succinctly explains how the Internet and social media are used in a variety of public relations programs and campaigns. A completely revised and updated Chapter 18, "Entertainment, Sports, and Tourism" explores these major industries and gives students practical information about working in these fields. New PR Casebooks feature current issues such as the BP Gulf Coast oil spill, Toyota's car recall, Apple's iPad, Tiger Woods, healthcare reform, Obama's election, Google and Chinese censorship, Goldman Sachs and Wall Street, and the World Cup of soccer in South Africa. Increased coverage about preparing digital materials for mass media prepares students for working to today's world. Updated information and graphics reflecting the contemporary landscape of the profession provide a realistic view to new public relations professionals. Included are statistical information on salaries in public relations and which practice areas have the highest compensation, the scope of the public relations industry, and the activities of practitioners in firms and departments. iPad version available! Public Relations, Strategies and Tactics 10e will be avaialble with MyCommunicationLab in an iPad textbook more

Table of contents

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 Educationshow more