Public Relations Strategies and Tactics - Hardcover

Wilcox, Dennis L.; Ault, Philip H.; Agee, Warren K.

Hardcover

ISBN 10: 0673993094 ISBN 13: 9780673993090

Publisher: Longman, 1995

Synopsis

A comprehensive overview of public relations principles, concepts, and methods is presented in this introductory text. Case studies featured include the GM-MBC exploding gas tank controversy, the political battle over NAFTA, and the debate over Clinton's health care plan. This text also includes the issues of ethics and professionalism, diversity in the workplace, international public relations, the environment, crisis management, new technologies, and the relationship between public relations and integrated marketing communities. In addition, specialized areas of public relations - government, education, corporations, membership groups, travel, social and cultural agencies, and sports and entertainment - are highlighted in individual chapters.

About this title

Review

"This is the best textbook I have reviewed in recent years. It is written concisely, yet clearly, is on target, and generally covers important issues and trends relating to public relations."―John M. Butler, University of Northern Iowa

"Looking through the text, I can't think of any topics that the authors overlooked. This book is chock-full of graphic support, examples, lists, factoids, case studies, etc. Everything seems fresh and current, which is vital with today's Gen X students and for the topic of public relations."―Linda Hon, University of Florida

From the Back Cover

Using real-life case studies, Public Relations, Sixth Edition, helps students better understand the basic concepts, strategies, and tactics practiced in public relations today. Comprehensive and up-to-date, this best-seller emphasizes ethics, international public relations, and the latest on technology's growing impact on the field. With the addition of new co-author Glen Cameron, this renowned author team thoroughly prepares students to practice public relations effectively and ethically in today's global economy.

Numerous new case studies on topics such as: the Clinton impeachment hearings; the success of Furby dolls in the marketplace; the 100th anniversary of Jell-O; litigation in public relations; logo licensing fees; the Pentagon in Hollywood; global environment efforts to educate citizens; and much more.

Updated and expanded material on new technologies such as the Internet provides students with the most current information available on this important area in public relations today.

Focus on Ethics boxes ask students to form their own opinions regarding current ethical issues in public relations, helping them to develop critical thinking and analytical skills.

Global PR illustrate the worldwide scope of issues, showing the international applications of public relations.

New four-color design makes text even more inviting to students.

An exciting new dedicated website (http://www.awlonline.com/wilcox) features an online study guide for students, links to relevant sites, and numerous instructor resources including Syllabus Builder, a tool that enables instructors to put their course online.

About this edition

• Publisher: Longman
• Publication date: 1995
• ISBN 10: 0673993094
• ISBN 13: 9780673993090
• Binding: Hardcover
• Edition number: 4
• Number of pages: 744