Public Relations: Strategies and Tactics, 11th edition

Published by Pearson (July 14, 2021) © 2015

  • Dennis L. Wilcox San Jose State University
  • Glen T. Cameron University of Missouri
  • Bryan H. Reber University of Georgia
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Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. The authors reference landmark studies and time-honored public relations techniques throughout the text.

PART 1: ROLE
1. What Is Public Relations?
2. The Evolution of Public Relations
3. Ethics and Professionalism
4. Public Relations Departments and Firms

PART 2: PROCESS
5. Research
6. Program Planning
7. Communication
8. Evaluation

PART 3: STRATEGY
9. Public Opinion and Persuasion
10. Conflict Management: Dealing with Issues, Risks, and Crises
11. Reaching Diverse Audiences
12. Public Relations and the Law

PART 4: TACTICS
13. The Internet and Social Media
14. Preparing Materials for Mass Media
15. Radio and Television
16. Meetings and Events

PART 5: APPLICATION
17. Corporations
18. Entertainment, Sports, and Tourism
19. Politics and Government
20. Global Public Relations
21. Nonprofit, Health, and Education

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