Public Relations: Strategies and Tactics

Now in its Eighth Edition, Public Relations: Strategies & Tactics combines numerous current real-life case studies with fundamental concepts of the field, helping students relate theory to the actual practice of public relations. Grounded in scholarship, the main text and features are all built on references to landmark studies and situations in today's headlines. In this age of corporate and political scandals, terrorism and national health issues, a new chapter, “Conflict Management: Dealing with Issues, Risks and Crises,” lays the groundwork for understanding and coping with various crises. Written in a disarming and accessible style, this edition also focuses technology in every application, and it leads readers to think about other creative ways to use new media. This edition continues to be the most definitive, comprehensive introductory text in the market, written by two leading public relations educators.

PARTⅠ ROLE
Ch.1 What is Public Relations
Ch.2 Evolutions of Public Relations
Ch.3 Ethics and Professionalism
Ch.4 Public Relations Departments and Firms

PARTⅡ PROCESS
Ch.5 Research
Ch.6 Program Planning
Ch.7 Communication
Ch.8 Evaluation

PARTⅢ STRATEGY
Ch.9 Public Opinion & Persuasion
Ch.10 Crisis Communications & Risk Management
Ch.11 The Audience & How to Reach It
Ch.12 Public Relations and the Law
Ch.13 New Technologies in Public Relations

PARTⅣ TACTICS
Ch.14 News Releases, Newsletters & Brochures
Ch.15 Radio, Television & the Web
Ch.16 Presentations & Speeches

PARTⅤ APPLICATION
Ch.17 Corporations
Ch.18 Politics & Government
Ch.19 International Public Relations
Ch.20 Nonprofit Organizations
Ch.21 Education
Ch.22 Entertainment, Sports & Travel