Public relations : strategies and tactics /
Wilcox, Dennis L., 1941-
Public relations : strategies and tactics / Dennis L. Wilcox, Phillip H. Ault, Warren K. Agee ; with a foreword by Edward L. Bernays. - 4th edition - New York : HarperCollins College Publishers, c1995. - xxvi, 696 p. : ill. (some col.) ; 24 cm.
Includes bibliographical references (p. 657-679) and index.
Part 1 Role: what is public relations?; types of public relations work; the evolution of public relations; the individual in public relations; public relations departments and firms; ethics and professionalism. Part 2 Process: research; planning the action; communication; evaluation. Part 3 Strategy: public opinion and persuasion; the audience and how to reach it; public relations and the law. Part 4 Application: corporates; public affairs and government; international public relations; membership organizations; social, cultural, and health agencies; education; entertainment, sports, travel. Part 5 Tactics: public relations and new technologies; written tactics; spoken tactics; visual tactics.
A comprehensive overview of public relations principles, concepts and methods is presented in this introductory text. Case studies are featured, such as the debate over Clinton's health-care plan. Issues covered include ethics and professionalism and diversity in the workplace.
0673993094 9780673993090
Public relations.
Public relations--United States.
Relaciones públicas.
HM 263 / W667p 1995
659.2
Public relations : strategies and tactics / Dennis L. Wilcox, Phillip H. Ault, Warren K. Agee ; with a foreword by Edward L. Bernays. - 4th edition - New York : HarperCollins College Publishers, c1995. - xxvi, 696 p. : ill. (some col.) ; 24 cm.
Includes bibliographical references (p. 657-679) and index.
Part 1 Role: what is public relations?; types of public relations work; the evolution of public relations; the individual in public relations; public relations departments and firms; ethics and professionalism. Part 2 Process: research; planning the action; communication; evaluation. Part 3 Strategy: public opinion and persuasion; the audience and how to reach it; public relations and the law. Part 4 Application: corporates; public affairs and government; international public relations; membership organizations; social, cultural, and health agencies; education; entertainment, sports, travel. Part 5 Tactics: public relations and new technologies; written tactics; spoken tactics; visual tactics.
A comprehensive overview of public relations principles, concepts and methods is presented in this introductory text. Case studies are featured, such as the debate over Clinton's health-care plan. Issues covered include ethics and professionalism and diversity in the workplace.
0673993094 9780673993090
Public relations.
Public relations--United States.
Relaciones públicas.
HM 263 / W667p 1995
659.2