TY  - BOOK
AU  - Wilcox,Dennis L.
AU  - Ault,Phillip H.
AU  - Agee,Warren K.
AU  - Bernays,Edward L.
TI  - Public relations: strategies and tactics 
SN  - 0673993094
AV  - HM 263 W667p 1995
U1  - 659.2 
PY  - 1995///
CY  - New York
PB  - HarperCollins College Publishers
KW  - Public relations
KW  - United States
KW  - Relaciones públicas
N1  - 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
N2  - 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
ER  -