Public Relations: Strategies and Tactics, Global Edition VitalSource eText (11e) : 9781292066264

Public Relations: Strategies and Tactics, Global Edition VitalSource eText (11e)

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Pearson Higher Ed USA
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About the book

Clearly explains the basic concepts, strategies, and tactics of today’s public relations practice

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 concepts.

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 Education
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