Public Relations: Strategies and Tactics, Global Edition

Dennis L. Wilcox / Glen T. Cameron / Bryan H. Reber  
Total pages
July 2014
Related Titles

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Public Relations: Strategies and Tactics, Global Edition
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Clearly explains the basic concepts, strategies, and tactics of today’s public relations practice



Public Relations: Strategies and Tactics uses real-world case studies and examples to explain the basic concepts and theory behind modern public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The writing is geared to undergraduates, and many colorful charts and photos are used to enhance major concepts.



  • Offers a How-To Approach - This edition gives students the tools to figure out strategies and tactics.  It teaches them to do an entire program plan in Part 2, but also follows up with Part 4 containing chapters on such tactics as how to develop a website, write an online news release, write a radio and TV public service announcement,  organize a news conference, prepare clients for media interviews, plan banquets, and organize promotional events.

  • Provides “On the Job” Information - On the Job boxes provide insight into the profession. Types of On the Job boxes include A Multicultural WorldInsights, and Ethics.

  • Offers Case Studies - PR Casebooks focus on today’s issues and current controversies. They examine the public relations campaigns of well-known companies, institutions, and individuals to manage competition, conflict, and crisis. New case studies in this edition include the Fifty Shades of Travel Promotion as well as case studies about 7-Eleven and IBM.

  • Focuses on Ethics and Multiculturalism - Features on real-life situations ask readers to decide what is morally and professionally correct in a particular situation.  This edition, unlike other texts, devotes an entire chapter to how to understand and communicate with diverse, multicultural audiences whether it be Hispanics, the LGBT community, or Muslims.

New to this Edition

Chapter 1: What is Public Relations

  • Updates on the size and scope of the global industry
  • New cases on campaigns conducted by Apple, Facebook, and other organizations such as a Cuban restaurant in Miami
  • The requirements of an internship at a major PR firm
  • Updated stats on entry-level jobs in the public relations and communications field
  • Results of 2013 salary survey by PRWeek for median salaries in the field

Chapter 2: Evolution of Public Relations

  • Martin Luther’s use of “social media” to advance the Reformation
  • A new perspective on Ivy Lee’s tactics and honesty
  • An update on the influx of women into the field and infographic showing  that the typical VP is now a female
  • A new photo gallery of outstanding female executives in the field
  • A global study identifying the major issues facing PR executives today

Chapter 3: Ethics & Professionalism

  • Excerpts from the Melbourne Mandate regarding professional standards of practice.
  • Dealing ethically with consumer review sites
  • The ethics of “Pay for Play” in China

Chapter 4: PR Departments & Firms

  • Case study on IBM’s global 100th anniversary
  • A job posting for an entry-level PR position in a corporation
  • Updated stats on the various functions of a corporate PR department
  • Case study on 7-11’s birthday celebration and 5 million Slurpees given away
  • Case study Sterling Vineyards finding a brand spokesperson via social media
  • An essay by a young practitioner about working in a PR firm
  • New stats on the revenues, number of employees, etc. – for the 10 largest PR firms
  • A job posting for an account executive in a PR firm
  • The mechanics of a RFP (request for proposal) by Kenya
  • A case about Wal-Mart firing its PR firm for an ethical lapse.

Chapter 5: Research

  • The research conducted by Ketchum on behalf of a campaign for Double Tree Hotels
  • Guidelines for qualitative researchers
  • Explanation of Web analytics
  • Social media monitoring tools
  • Using social media for research

Chapter 6: Program Planning

  • The planning process for Ketchum’s Double Tree Hotel cookie campaign
  • Case study on how Suave Haircare reached a Hispanic audience
  • A chart explaining paid, earned, shared, and owned media
  • The ethics of a “grassroots” group
  • A new Gantt chart illustration
  • The value of the planning process and how to get started

Chapter 7: Communication

  • An updated integrated communications model
  • The social media tactics of Ketchum’s Double Tree campaign
  • Update of Nestle’s social media battle with Greenpeace
  • Guidelines for how an organization should deal with criticism in the social media
  • Infographic about how a PR firm gained visibility by surveying how many people use a cell phone while sitting on the toilet
  • Infographic: The most overused words in public relations
  • Are women better communicators than men?
  • Guidelines for writing today’s online news releases
  • WOM (word-of-mouth) campaigns raise ethical issues

Chapter 8: Measurement & Evaluation

  • Update on measuring effectiveness on the Web
  • Case study on how Ketchum measured the effectiveness of its Double Tree cookie campaign
  • How Chevrolet used social media at SXSW festival

Chapter 9: Public Opinion & Persuasion

  • Facets of public opinion on gun control in the wake of Newtown
  • The debate over Fracking
  • Infographic: the nine concepts on how organizations can become more “authentic.”
  • Case study on how opponents and advocates shape public opinion on gun control
  • McDonald’s use of social media to change attitudes about nutrition

Chapter 10: Conflict Management

  • Case study of how Benetton dealt with the issue of sweatshops in Bangladesh
  • Case study on how a company communicated with the media and employees using social media after a tornado destroyed the facility
  • Case study on how Toyota regained its reputation after a major auto recall

Chapter 11: Reaching Diverse Audiences

  • Updates on the growth of Hispanic, Asian-American populations in U.S.
  • Case study on how minority groups helped Obama win a second term
  • Procter & Gamble’s Pampers campaign among Hispanic parents
  • Case study on Pepsi’s sponsorship of a Latin music festival
  • Chart showing the education and income levels of various ethnic groups in the U.S.
  • Case study on Ben & Jerry’s support of same-sex marriage
  • Lowe’s ethical dilemma – support of Muslim TV program or bowing to right-wing Christian groups

Chapter 12: PR and the Law

  • Case study on how Miller-Coors handled criticism of using the Puerto Rican flag on a beer can.
  • The NFL’s campaign to prosecute vendors that sell fake NFL merchandise
  • The FTC investigates celebrity social media endorsements
  • Coca-Cola fights regulatory and consumer battles over soda drinks

Chapter 13: The Internet & Social Media

  • New stats on global use of the Internet and mobile phones
  • Guidelines for employee using social media in the workplace
  • Marriage equality symbol goes viral
  • New chart: use of social media sites by adults
  • Essay by young professional on being a social media manager
  • New stats on use and outreach of Facebook
  • Chart: The top 10 orgs with FB and Twitter followers
  • Feature: Does Justin Bieber really have 37 million followers?
  • Stats and commentary on the rapid growth of video and photo sharing on the Internet
  • Case study: how the U.S. Dept. of Energy used social media to promote an energy decathlon among college students
  • New info on the use of Instagram and Pinterest in PR campaigns
  • Expanded info on the growth of mobile-enabled content and apps
  • A social media campaign by Adidas to engage women around the world in the brand

Chapter 14: Preparing Material for Mass Media

  • Red Bull’s online newsroom
  • A template for preparing a social media news release
  • Infographic: how the addition of photos, video increases the use of news releases
  • Expanded info on how to prepare visually appealing infographics
  • New examples of how to prepare news releases and media advisories
  • The ethical dilemma of blurring lines between “earned” and “paid” media
  • Media guidelines framed as “how to get a date with a journalist”
  • Case study: How the American Institute for Cancer Research got a page one article in USA Today
  • The components in a newswire news release
  • Case study: how Samsung promoted its new smartphone via social media

Chapter 15: Radio & Television

  • Update on size of the radio & TV audience in the U.S.
  • Update on the reach of broadcast media to the Hispanic audience
  • Case Study: A PSA to warn young people about wearing decorative contact lens

Chapter l6: Meetings & Events

  • A job listing for an events manager
  • Case study: Promotion of a Picasso exhibit in Seattle
  • Summaries of promotional events for a beer fest, vibrators, and a garlic festival
  • How convention attendees now use apps to review the list of meetings and events

Chapter 17: Corporations

  • Case study: how Wal-Mart dealt with a bribery scandal
  • Chevron’s “I agree” campaign
  • Edelman’s annual survey on trust of corporate executives
  • New stats on the percentage of Fortune 500 companies now using social media
  • How Duke Energy used social media to contact customers after Hurricane Sandy
  • The use of boycotts by activist groups
  • The singer Beyonce signs $50 million deal with Pepsi
  • Expanded info on viral marketing
  • Case study: nudist group makes pitch for corporate sponsors

Chapter l8: Entertainment, Sports, & Tourism

  • Updated stats on influence of these industries on the U.S. economy
  • Birth of a royal baby generates a social media frenzy
  • New perspectives on the public’s fascination with celebrities
  •  Job posting: a media coordinator for a network
  • Guidelines on how to promote a play and other entertainment events
  • The Super Bowl: An economic engine on steroids
  • The Denver Broncos launch a social media hub
  • Case Study: Chinese tourists flood the world
  • Sample of campaigns: Fifty Shades of travel promotion
  • Case study: Carnival Lines has a crisis when a ship goes dead in the water with 4,000 passengers on it

Chapter 19:  Politics & Government

  • Case study: Obama’s campaign team becomes policy advocates
  • Case study: a campaign by
  • Case study: Center for Disease Control (CDC) enlists zombies in campaign
  • Google expands its Washington lobbying efforts
  • Ethics: student loan lobby takes on Washington

Chapter 20: Global Public Relations

  • New thumbnail sketches of public relations activity in various nations
  • Reaching out to Muslim populations around the world
  • New stats on English as the dominant world language in business
  • Ethics: would you buy a T-shirt made in Bangladesh?
  • Social media as a weapon in wars and conflicts among nations
  • Case study: A CNN report on Kazakhstan – news or propaganda?

Chapter 21:  Nonprofit, Health, Education

  • Case study: A movement in Ethiopia to stop female mutilation
  • Ethics: The U.S. Chamber of Commerce tempers its stance on climate change
  •  World Wildlife Fund (WWF) launches anti-poaching campaign
  • Universities tap alumni through social media
  • New stats on charitable giving in the U.S
  • Crowdsourcing as a new method fund-raising

Directory of Useful Websites

  • Update of websites for organizations, other useful resources for PR practitioners


  • Updated list of books, directories, databases, and periodicals

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 Diverse Audiences  

Chapter 12. Public Relations and the Law  


Part 4. Tactics  

Chapter 13. The Internet and Social Media  

Chapter 14. Preparing Materials for Mass Media 

Chapter 15. Radio and Television  

Chapter 16. Meetings and Events  


Part 5. Application 

Chapter 17. Corporations  

Chapter 18. Entertainment, Sports, and Tourism  

Chapter 19. Politics and Government  

Chapter 20. Global Public Relations  

Chapter 21. Nonprofit, Health, and Education