Public Relations: Strategies and Tactics, Global Edition

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.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