Wilcox, Dennis L.,   1941- <br/><br/>
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. 
<br/><br/>Includes bibliographical references (p. 657-679) and index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0673993094 9780673993090 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Public relations.<br/>Public relations--United States.<br/>Relaciones públicas.
<br/><br/><label>LC Class. No.: </label>HM 263  / W667p 1995 
<br/><br/><label>Dewey Class. No.: </label>659.2