Public Relations: Strategies and Tactics (12版)

Public Relations: Strategies and Tactics offers a readable, comprehensive, up-to-date look at public relations that instructors and students alike have praised for over 30 years. You'll find the numerous charts, photos and real-world case studies and examples to be engaging. And the authors' emphasis on ethical responsibility and references to landmark studies and time-honored PR techniques will help you understand the field. The 12th Edition offers a revised chapter structure that provides more continuity between key concepts. An expanded chapter on social media reflects its dominant role in any public relations program or campaign. And a new chapter on careers in public relations encourages you to consider issues from the perspective of a working PR practitioner.

PART I: THE PUBLIC RELATIONS PROFESSION Ch 1 Public Relations Today Ch 2 Careers in Public Relations Ch 3 The Growth of a Professional Ch 4 Departments and Firms Ch 5 Ethics and the Law PART II: THE PUBLIC RELATIONS PROCESS Ch 6 Research and Campaign Planning Ch 7 Communication and Measurement Ch 8 Public Opinion and Persuasion Ch 9 Managing Competition, Conflict, and Crisis Ch10 Reaching Diverse Audiences PART III: THE PUBLIC RELATIONS TACTICS Ch11 Traditional Mass Media Ch12 Online and Social Media Ch13 Meetings, Events, and Promotions PART IV: THE AREAS OF PUBLIC RELATIONS PRACTICE Ch14 Global Public Relations Ch15 Corporate Public Relations Ch16 Entertainment, Sports, and Tourissm Ch17 Covernment and Politics Ch18 Nonprofit, Health, and Education