Synopses & Reviews
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
Comprehensive and current, Public Relations: Strategies and Tactics 9/e helps readers better understand the basic concepts, strategies, and tactics practiced in public relations today. In its ninth edition, Public Relations: 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 relations. The text is grounded in scholarship and includes references to landmark studies and time-honored public relations 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.
Table of Contents
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 a Multicultural and Diverse Audience
Chapter 12: Public Relations and the Law
Chapter 13: New Technologies in Public Relations
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: Corporations
Chapter 18: Politics and Government
Chapter 19: Global Public Relations
Chapter 20: Nonprofit Organizations
Chapter 21: Education
Chapter 22: Entertainment, Sports, and Travel