Essentials of Public Relations 1e - Wilcox, Dennis L.

Essentials of Public Relations 1e

Dennis L. Wilcox

Yayınevi: Allyn & Bacon

ISBN: 9780321082312

Yazar : GLEN T. CAMERON PHILIP H. AULT

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Tür: Medya-İletişim

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Longman is proud to announce the publication of Essentials of Public Relations, a condensed version of the best-selling Public Relations: Strategies & Tactics by the same author team. The Essentials version retains the same winning features that have made the comprehensive version such a success: a highly readable writing style; an abundance of current, real-life case studies; unique "Global PR" boxes; new "Focus on Ethics" boxes; and the latest on technology's profound impact on the field. Offered at a value price for students, this new text also features an engaging four-color design. With excellent coverage of all the major topics, the renowned author team of Essentials of Public Relations prepares students to practice public relations effectively and ethically in today's global society.

Table of Contents
I. ROLE.
1. What is Public Relations?
2. The Evolution of Public Relations.
3. Ethics and Professionalism.
4. The Individual in Public Relations.
5. Public Relations Departments and Firms.
II. PROCESS.
6. Research.
7. Program Planning.
8. Communication.
9. Evaluation.
III. STRATEGY.
10. Public Opinion and Persuasion.
11. The Audience and How to Reach It.
12. Public Relations and the Law.
IV. APPLICATION.
13. Corporations.
14. Politics and Government.
15. International Public Relations.
16. Nonprofit Organizations.
17. Entertainment, Sports, and Travel.
V. TACTICS.
18. The Internet and Other New Technologies.
19. Written Tactics.
20. Spoken Tactics.
21. Visual Tactics.

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