Public Relations: Strategies and Tactics, 9/e

Dennis L. Wilcox, San Jose State University

Glen T. Cameron, University of Missouri

Comprehensive and current, Public Relations: Strategies and Tactics helps students understand the basic concepts, strategies, and tactics practiced in public relations today. Grounded in scholarship, this ninth edition includes landmark case studies to help students relate relevant public relations theory to the actual practice of public relations. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages students to think about creative uses of new media.

New to the ninth edition:

• “Reaching a Multicultural and Diverse Audience” (Ch. 11) emphasizes and explains strategies for reaching diverse audiences that include different age groups, cultures and physical disabilities.
• New On the Job boxes contain current examples of moral dilemmas faced by practitioners, followed by questions for students to consider as they read or as part of a lively classroom discussion in the classroom. Topics range from Michael Vick’s dog-fighting charges to Bank of America’s campaign in the Hispanic Community and Harry Potter’s press coverage.
• Nearly all new PR Casebooks relate contemporary topics to central concepts in public relations and include the iPhone, China’s international reputation, Hurricane Katrina, Duke University’s lacrosse scandal, and online campaigns.
• “The Evolution of Public Relations” (Ch. 2) discusses the direction of trend lines in public relations and potential challenges public relations professionals may face in the next 50 years.

What one reviewer says about Wilcox and Cameron’s Public Relations: Strategies and Tactics:

“Wilcox and Cameron have the best introductory textbook on the market.  It is very complete, well organized, and I always tell my students that, ‘almost everything you need to know about public relations is in this textbook.’”

-  Robert Carroll, Ph.D., York College of Pennsylvania