Public Relations: Strategies and Tactics, 12th edition
Published by Pearson (November 5, 2022) © 2023
- Dennis L. Wilcox San Jose State University
- Bryan H. Reber University of Georgia
- Jae-Hwa Shin University of Southern Mississippi
- Glen T. Cameron University of Missouri
eTextbook
- Anytime, anywhere learning with the Pearson+ app
- Easy-to-use search, navigation and notebook
- Simpler studying with flashcards
Revel
- Inspire engagement through active learning
- Provide an immersive reading experience
- Assess student progress with performance insights
For courses in Introductory Public Relations.
A readable, comprehensive, up-to-date look at public relations
For over 30 years, instructors and students alike have praised Public Relations: Strategies and Tactics. Students find the numerous charts, photos and real-world case studies and examples engaging. Educators appreciate the emphasis on ethical responsibility and references to landmark studies and time-honored PR techniques.
The 12th Edition has been extensively revised to reflect both today's diverse PR practices as well as suggestions from users. A fresh chapter structure provides more continuity between key concepts. Updated coverage of social media and careers in PR engages students.
Hallmark features of this title
- Photos and charts, concise summaries of key concepts, and practical examples from today's practice engage readers in learning.
- Clear learning objectives for every chapter foster critical thinking and problem solving.
- Informed by the profession, the text offers commentary by practicing public relations professionals as cited in blogs and trade media.
- PR in Action features, formerly entitled PR Casebooks, examine the public relations campaigns of well-known companies, institutions and individuals.
- Focusing on Ethics features present real-life situations and ask readers to decide what is morally and professionally correct.
- Data-heavy and evidence-based, the text includes relevant information from government, corporations, agencies and media research.
New and updated features of this title
- UPDATED: A revised chapter structure provides more continuity between key concepts. The authors have consolidated the text content into 18 chapters, down from 21 in the previous edition, to facilitate a better understanding of the interaction between important PR processes.
- UPDATED: An expanded chapter on social media reflects its dominant role in any public relations program or campaign.
- NEW: A new chapter on careers in public relations placed early in the text encourages students to become more personally invested in the course material and to consider issues from the perspective of a working PR practitioner.
- NEW: A question-and-answer heading format throughout each chapter spotlights primary concepts and enables students to start learning before they start reading.
- NEW & UPDATED: Throughout the text, the authors present new and updated case studies and examples of campaigns by organizations and groups that are familiar to the average student.
- NEW: A case activity and a shared writing prompt at the end of each chapter helps students further explore subjects and issues, and engage in collaborative learning.
Features of Revel for the 12th Edition
- NEW: Interactive widgets, including media galleries, provide an engaging and immersive learning experience.
- Video excerpts throughout each chapter illuminate key concepts.
- Chapter-ending case activities and shared writing prompts foster further exploration of key subjects or issues and prompt students to engage in collaborative learning.
- Journal-writing prompts, integrated throughout each chapter, encourage students to reflect on what they have just learned.
- NEW: Quizzes are provided for all the modules in a chapter and the chapter itself.
Part 1: The Public Relations Profession
- Public Relations Today
- Careers in Public Relations
- The Growth of a Profession
- Departments and Firms
- Ethics and the Law
Part 2: The Public Relations Process
- Research and Campaign Planning
- Communication and Measurement
- Public Opinion and Persuasion
- Managing Competition, Conflict and Crisis
- Reaching Diverse Audiences
Part 3: Public Relations Tactics
- The Traditional Mass Media
- Online and Social Media
- Meetings, Events and Promotions
Part 4: Areas of Public Relations Practice
- Global Public Relations
- Corporate Public Relations
- Entertainment, Sports and Tourism
- Government and Politics
- Nonprofit, Health and Education
About our authors
Dennis L. Wilcox, PhD, is professor emeritus of public relations and former director of the School of Journalism and Mass Communications at San Jose State University. He is the lead author of 3 textbooks published by Pearson Education: Public Relations: Strategies & Tactics, Public Relations Writing & Media Techniques and THINK: Public Relations. The Strategies textbook is published in several languages, including Spanish, Serbian, Georgian, Russian, Chinese and Greek. There is also an India edition published in English.
He is an accredited (APR) member of the Public Relations Society of America (PRSA) and in the organization's College of Fellows, recognizing his many contributions to the profession. Wilcox is also former chair of the PRSA Educator's Academy and the public relations division (PRD) of the Association for Education in Journalism & Mass Communication (AEJMC). He has funded the Wilcox awards for the top 3 research and teaching papers in the division since 2011.
Among his awards is PRSA's “educator of the year,” the Xifra-Heras Award from the University of Girona (Spain), an award of excellence from the Public Relations Society of India (PRSI), and an honorary doctorate from the University of Bucharest (Romania) honoring his many contributions to global public relations education and the development of the profession.
Wilcox has been a Fulbright professor at the University of Botswana and a visiting professor at Queensland University of Technology (Australia), Rhodes University (South Africa), and Chulalongkorn University (Thailand). In addition, he has given invited presentations to students and professionals in such diverse nations as Latvia, Estonia, Serbia, Ukraine, Romania, Georgia, Chile, Argentina, India and Costa Rica. His most recent work was several US State Department grants to do media research and train communication professionals in the Republic of Georgia.
Wilcox has a PhD from the University of Missouri School of Journalism, a MS from the University of Iowa, and a BA from the University of Denver. In previous years, he was an active member of the Arthur W. Page Society, a group of senior public relations executives from major corporations and the public relations industry. He and his wife, Marianne, now travel extensively, and his favorite quote is attributed to St. Augustine: “The world is a book and those who do not travel read only a page.” He can be reached at dennis.wilcox@sjsu.edu or at denniswilcox@msn.com. He is also on LinkedIn and Facebook.
Dr. Bryan H. Reber is C. Richard Yarbrough Professor in Crisis Communication Leadership and former head of the Department of Advertising and Public Relations at the Grady College of Journalism and Mass Communication, University of Georgia. He holds a PhD in journalism from the University of Missouri, a MS in journalism from the University of Kansas, and a BA in speech and drama from Bethel College, Kansas.
Dr. Reber's research focuses on public relations, crisis communication and health communication. He has published more than 50 journal articles, book chapters and encyclopedia entries on public relations topics. He is co-author of the book Gaining Influence in Public Relations: The Role of Resistance in Practice, which was based on interviews with and surveys of hundreds of public relations practitioners.
His undergraduate teaching includes introduction to public relations, crisis communication, public relations writing and public relations management. He teaches persuasion, campaign research, public opinion and PR management on the graduate level. He is co-author of 3 top-selling public relations textbooks: THINK: Public Relations, Public Relations: Strategies and Tactics and Public Relations Writing & Media Techniques.
Dr. Reber is a member of the Arthur W. Page Society and serves on the board of directors of the Plank Center for Leadership in Public Relations at the University of Alabama. He is also Research Director for the Plank Center. He taught at the University of Alabama immediately prior to joining the University of Georgia faculty. Prior to joining the academic ranks, Dr. Reber worked in public relations at Bethel College, Kansas, for 15 years.
Jae-Hwa Shin, PhD, MPH, APR, is professor of public relations in the School of Communication at the University of Southern Mississippi. She has served as public relations sequence head and currently is serving as the strategic communication program lead. She is a faculty adviser for the USM PRSSA Chapter. She holds a doctorate from the University of Missouri, Columbia, and her research focuses on public relations from a strategic conflict management perspective across cultural settings in social media environments.
Dr. Shin's publications include numerous journal articles and book chapters. She has co-authored books that include the widely used textbooks Public Relations Today: Managing Conflict and Competition and THINK: Public Relations. Her latest publication, Public Relations Theory: Capabilities and Competencies, co-authored with Robert Heath, received the 2021 PRIDE award from the National Communication Association. She is also a member of the editorial board of Journal of Public Relations Research.
Before her academic career, Dr. Shin was the communication director for Korea Economic Research Institute and Center for Free Enterprise of the Federation of Korean Industries, which was founded in 1961 by multinational corporate members such as Samsung, LG, SK and other industry leaders.
Glen T. Cameron, PhD, is professor emeritus and former 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 and award-winning conference papers on public relations topics. In addition to being coauthor of Public Relations: Strategies and Tactics, he is also coauthor of THINK: Public Relations and Public Relations Today: Managing Competition and Conflict.
A popular lecturer internationally, Dr. Cameron has received the Baskett-Moss and Pathfinder awards for career achievement. Dr. Cameron gains ongoing public relations experience by managing over $42 million in external funding of health public relations projects for sources such as NIH, NCI, Missouri Foundation for Health, USDA, CDC, the US Department of Defense and Monsanto. He can be reached at Camerong@missouri.edu.
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