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Public relations : strategies and tactics / Dennis L. Wilcox, Phillip H. Ault, Warren K. Agee ; with a foreword by Edward L. Bernays.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: New York : HarperCollins College Publishers, c1995.Edition: 4th editionDescription: xxvi, 696 p. : ill. (some col.) ; 24 cmISBN:
  • 0673993094
  • 9780673993090
Subject(s): DDC classification:
  • 659.2
LOC classification:
  • HM 263 W667p 1995
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Home library Collection Shelving location Call number Copy number Status Date due Barcode
Libro Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HM 263 W667p 1995 (Browse shelf(Opens below)) 1 Available 00000007653

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.

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