Public Relations:Strategies and Tactics: International Edition

Description

Features

• “On the Job: A Multicultural World” boxes feature updated real-world cases from all over the world to enable students to broaden their understanding of multicultural audiences and cultures.
• “On the Job: Insights” boxes explain public relations tactics and standards, as tested and approved through trade associations, major firms, and corporate departments. 
• “On the Job: Ethics” asks students to form their own opinions regarding current ethical issues in the field, and to estimate the impact of their decisions. 
• “PR Casebook” presents a real-life PR situation by examining the public relations choices made by well-known companies, institutions, and individuals. 
• “PR Case Activity: What Would You Do?” gives students real-life situations to ponder and prompts them to think about the outcomes of their choices.
• Words of advice from notable public relations professionals reiterate important themes of the text and pique student interest.

New to this Edition

• Chapter 11, “Reaching a Multicultural and Diverse Audience,” has been considerably updated with greater emphasis on reaching diverse audiences that include different age groups, cultures and physical disabilities.
• Technology coverage has been heavily updated throughout the book, particularly in chapter 13, "New Technologies in Public Relations," and the three tactics chapters (chapters 14, 15, and 16). The new coverage is more applied in nature, and helps students understand the impact of technological innovations in public relations today and in the future.
• Chapter 2, “The Evolution of Public Relations,” discusses the direction of trend lines in public relations and potential challenges PR professionals may face in the next 50 years.
• Over 75% of the PR Casebooks are entirely new and include contemporary topics including the iPhone, China's international reputation, Hurricane Katrina, Duke University's Lacrosse Scandal, and online campaigns.
• New On the Job boxes contain current examples of moral dilemmas faced by practitioners followed by questions for students to consider as they read or as part of a lively classroom discussion in the classroom. Topics range from Michael Vick's dog-fighting charges to Bank of America's campaign in the Hispanic Community and Harry Potter's press coverage.

INTRODUCING MyCommunicationLab for Public Relations: This state-of-the-art interactive and instructive solution for introductory public relations courses is designed to be used as a supplement to a traditional lecture course, or to completely administer an online course. The site gives instructors and students access to a wealth of resources all geared to meet the individual teaching and learning needs of every instructor and every student. Combining an E-book, a portfolio builder, multimedia, video clips, activities, research support, practice tests, and exams, MyCommunicationLab for Public Relations engages students and prepares them to enter the world of public relations. Access code required. Visit www.mycommunicationlab.com or contact your Pearson Arts & Sciences representative for additional information. MyCommunicationLab for Public Relations will be available with Wilcox & Cameron's Public Relations: Strategies and Tactics 9e for Fall 2008 classes!

Table of Contents

Part 1: Role

Chapter 1: What Is Public Relations?

Chapter 2: The Evolution of Public Relations

Chapter 3: Ethics and Professionalism

Chapter 4: Public Relations Departments and Firms

Part 2: Process

Chapter 5: Research

Chapter 6: Program Planning

Chapter 7: Communication

Chapter 8: Evaluation

Part 3: Strategy

Chapter 9: Public Opinion and Persuasion

Chapter 10: Conflict Management: Dealing with Issues, Risks, and Crises

Chapter 11: Reaching a Multicultural and Diverse Audience

Chapter 12: Public Relations and the Law

Chapter 13: New Technologies in Public Relations

Part 4: Tactics

Chapter 14: News Releases, Media Alerts, and Pitch Letters

Chapter 15: Radio, Television, and the Web

Chapter 16: Media Interviews, News Conferences, and Speeches

Part 5: Application

Chapter 17: Corporations

Chapter 18: Politics and Government

Chapter 19: Global Public Relations
Chapter 20: Nonprofit Organizations

Chapter 21: Education

Chapter 22: Entertainment, Sports, and Travel

Back Cover

Public Relations: Strategies and Tactics, 9/e

Dennis L. Wilcox, San JoseState University
Glen T. Cameron, Universityof Missouri

Comprehensive and current, Public Relations: Strategies and Tactics helps students understand the basic concepts, strategies, and tactics practiced in public relations today. Grounded in scholarship, this ninth edition includes landmark case studies to help students relate relevant public relations theory to the actual practice of public relations. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages students to think about creative uses of new media.

New to the ninth edition:

• “Reaching a Multicultural and Diverse Audience” (Ch. 11) emphasizes and explains strategies for reaching diverse audiences that include different age groups, cultures and physical disabilities.
• New On the Job boxes contain current examples of moral dilemmas faced by practitioners, followed by questions for students to consider as they read or as part of a lively classroom discussion in the classroom. Topics range from Michael Vick's dog-fighting charges to Bank of America's campaign in the Hispanic Community and Harry Potter's press coverage.
• Nearly all new PR Casebooks relate contemporary topics to central concepts in public relations and include the iPhone, China's international reputation, Hurricane Katrina, Duke University's lacrosse scandal, and online campaigns.
• “The Evolution of Public Relations” (Ch. 2) discusses the direction of trend lines in public relations and potential challenges public relations professionals may face in the next 50 years.

What one reviewer says about Wilcox and Cameron's Public Relations: Strategies and Tactics:

“Wilcox and Cameron have the best introductory textbook on the market.  It is very complete, well organized, and I always tell my students that, 'almost everything you need to know about public relations is in this textbook.'”

-  Robert Carroll, Ph.D., York College of Pennsylvania