Think Public Relations
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Think Public Relations

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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: 9780205916788show more

Product details

  • Paperback | 416 pages
  • 213.36 x 271.78 x 17.78mm | 793.78g
  • Pearson Education (US)
  • Pearson
  • United States
  • English
  • Revised
  • 2nd Revised edition
  • 0205857256
  • 9780205857258
  • 767,325

About Dennis L. Wilcox

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.show more

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 ���Junk��� 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 Today���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: ���Don���t be That Guy��� 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: Macy���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 Fans��� 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 Mackey���s Position on Healthcare Social Service Organizations Health Organizations Educational Organizations Summary Questions for Review and Discussion Tacticsshow more

Rating details

26 ratings
3.19 out of 5 stars
5 4% (1)
4 38% (10)
3 42% (11)
2 4% (1)
1 12% (3)
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