Public Relations: Strategies and Tactics (GE)

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：Dennis L. Wilcox
　現職：San Jose State University

◎作者：Glen T. Cameron
　現職：University of Missouri

◎作者：Bryan H. Reber
　現職：University of Georgia

PART I: ROLE
Ch 1 Defining Public Relations
Ch 2 The Evolution and History of Public Relations
Ch 3 Ethical Considerations and the Role of Relations
Ch 4 The Public of Public Relations

PART II: PROCESS
Ch 5 The Role and Scope of Research in Public Relations
Ch 6 The Public Relations Process
Ch 7 Communication Concepts and Practice in Public Relations
Ch 8 Evaluation and Measurement of Public Relations Programs

PART III: STRATEGY
Ch 9 Public Opinion: Role, Scope, and Implication
Ch10 Conflict Management and Crisis Communication
Ch11 Audiences
Ch12 Laws and Applications

PART IV: TACTICS
Ch13 Internet and Social Media: Role & Scope in Public Relations
Ch14 Media Relations Management: Print Media
Ch15 Media Relations Management: Electronic Media
Ch16 Event Management

PART V: APPLICATION
Ch17 Communicating Corporate Affairs
Ch18 Public Relations in Entertainment, Sports, and Tourism
Ch19 Public Relations in Government
Ch20 Global Public Relations in an interdependent World
Ch21 Public Relations in Nonprofit, Health, and Education Sectors