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Comprehensive and current, Public Relati***: Strategies and Tactics 9/e helps readers better understand the basic concepts, strategies, and tactics practiced in public relati*** today. In its ninth edition, Public Relati***: Strategies and Tactics combines numerous real-life case studies with fundamental concepts of the field to help readers relate theory to the actual practice of public relati***. The text is grounded in scholarship and includes references to landmark studies and time-honored public relati*** techniques. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages readerss to think about creative uses of new media.

Part 1: Role

Chapter 1: What Is Public Relati***?

Chapter 2: The Evolution of Public Relati***

Chapter 3: Ethics and Professionalism

Chapter 4: Public Relati*** 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 a Multicultural and Diverse Audience

Chapter 12: Public Relati*** and the Law

Chapter 13: New Technologies in Public Relati***

Part 4: Tactics

Chapter 14: News Releases, Media Alerts, and Pitch Letters

Chapter 15: Radio, Television, and the Web

Chapter 16: Media Interviews, News Conferences, and Speeches

Part 5: Application

Chapter 17: Corporati***

Chapter 18: Politics and Government

Chapter 19: Global Public Relati***

Chapter 20: Nonprofit Organizati***

Chapter 21: Education

Chapter 22: Entertainment, Sports, and Travel

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书籍介绍

Comprehensive and current, Public Relati***: Strategies and Tactics 9/e helps readers better understand the basic concepts, strategies, and tactics practiced in public relati*** today. In its ninth edition, Public Relati***: Strategies and Tactics combines numerous real-life case studies with fundamental concepts of the field to help readers relate theory to the actual practice of public relati***. The text is grounded in scholarship and includes references to landmark studies and time-honored public relati*** techniques. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages readerss to think about creative uses of new media.

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