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1.Offers a How-To Approach - This edition gives students the tools to figure out strategies and tactics. It teaches them to do an entire program plan in Part 2, but also follows up with Part 4 containing chapters on such tactics as how to develop a website, write an online news release, write a radio and TV public service announcement, organize a news conference, prepare clients for media interviews, plan banquets, and organize promotional events.
2.Provides “On the Job” Information -On the Job boxes provide insight into the profession. Types of On the Job boxes include A Multicultural World, Insights, and Ethics.
3.Offers Case Studies - PR Casebooks focus on today’s issues and current controversies. They examine the public relations campaigns of well-known companies, institutions, and individuals to manage competition, conflict, and crisis. New case studies in this edition include the Fifty Shades of Travel Promotion as well as case studies about 7-Eleven and IBM.
4.Focuses on Ethics and Multiculturalism - Features on real-life situations ask readers to decide what is morally and professionally correct in a particular situation. This edition, unlike other texts, devotes an entire chapter to how to understand and communicate with diverse, multicultural audiences whether it be Hispanics, the LGBT community, or Muslims.
作者簡介
Dennis L. Wilcox
現職：
San Jose State University
Glen T. Cameron
現職：
University of Missouri
Bryan H. Reber
現職：
University of Georgia
PARTI:ROLE
Ch1DefiningPublicRelations
Ch2TheEvolutionandHistoryofPublicRelations
Ch3EthicalConsiderationsandtheRoleofRelations
Ch4ThePublicofPublicRelations
PARTII:PROCESS
Ch5TheRoleandScopeofResearchinPublicRelations
Ch6ThePublicRelationsProcess
Ch7CommunicationConceptsandPracticeinPublicRelations
Ch8EvaluationandMeasurementofPublicRelationsPrograms
PARTIII:STRATEGY
Ch9PublicOpinion:Role,Scope,andImplication
Ch10ConflictManagementandCrisisCommunication
Ch11Audiences
Ch12LawsandApplications
PARTIV:TACTICS
Ch13InternetandSocialMedia:Role&ScopeinPublicRelations
Ch14MediaRelationsManagement:PrintMedia
Ch15MediaRelationsManagement:ElectronicMedia
Ch16EventManagement
PARTV:APPLICATION
Ch17CommunicatingCorporateAffairs
Ch18PublicRelationsinEntertainment,Sports,andTourism
Ch19PublicRelationsinGovernment
Ch20GlobalPublicRelationsinaninterdependentWorld
Ch21PublicRelationsinNonprofit,Health,andEducationSectors
