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Public Relations: Strategies and Tactics, 8/E
Dennis L. Wilcox, San Jose State University
Glen T. Cameron, University of Missouri

ISBN-10: 0205449441
ISBN-13: 9780205449446

Publisher: Allyn & Bacon
Copyright: 2006
Format: Cloth; 640 pp
Status: Out of Print

Suggested retail price: $117.20
This item is out of print and is no longer available for purchase.



Using real-life case studies, Public Relations: Strategies & Tactics helps students better understand the basic concepts, strategies and tactics practiced in public relations today.

Now in its Eighth Edition, Public Relations: Strategies & Tactics combines numerous current real-life case studies with fundamental concepts of the field, helping students relate theory to the actual practice of public relations.  Grounded in scholarship, the main text and features are all built on references to landmark studies and situations in today's headlines. In this age of corporate and political scandals, terrorism and national health issues, a new chapter, “Conflict Management: Dealing with Issues, Risks and Crises,” lays the groundwork for understanding and coping with various crises.  Written in a disarming and accessible style, this edition also focuses technology in every application, and it leads readers to think about other creative ways to use new media.  This edition continues to be the most definitive, comprehensive introductory text in the market, written by two leading public relations educators.

  • “On the Job: Global” boxes feature updated real-world cases that illustrate the worldwide scope of public relations practice, enabling students to broaden their understanding of other 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” present 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?” give students real-life situations to ponder and prompts them to think about the outcomes of their choices.

  • New chapter on “Conflict Management: Dealing with Issues, Risks and Crises” (Ch. 10) lays the groundwork for understanding and coping with various crises in an age of corporate scandals, terrorism and national health issues.
  • Merges chapters on “What is PR” and “The Individual in PR” into a more comprehensive introductory chapter that focuses on both the field and the professionals within it. 
  • The Tactics section—with chapters on written, spoken and visual techniques—has been wholly revised and placed earlier in the text to give students some hands-on work samples earlier in the course. 
  • Unifies three time-honored boxed features—Ethics, Global and Insights—under an “On the Job” banner to enhance the applied focus of the book.
  • Technology coverage has been updated throughout the book, particularly in the three tactics chapters and in Chapter 13, "New Technologies in Public Relations," helping students understand the impact of technological innovations on the future of public relations.
  • Includes new data on the top public relations firms and codes of ethics from national and international trade associations, providing the most current information on the PR industry today.

ROLE.

  1. What is Public Relations.

  2. Evolutions of Public Relations.

  3. Ethics and Professionalism.

  4. Public Relations Departments and Firms.

 

PROCESS.

  5. Research.

  6. Program Planning.

  7. Communication.

  8. Evaluation.

 

STRATEGY.

  9. Public Opinion & Persuasion.

10. Crisis Communications & Risk Management.

11. The Audience & How to Reach It.

12. Public Relations and the Law.

13. New Technologies in Public Relations.

 

TACTICS.

14. News Releases, Newsletters & Brochures.

15. Radio, Television & the Web.

16. Presentations & Speeches.

 

APPLICATION.

17. Corporations.

18. Politics & Government.

19. International Public Relations.

20. Nonprofit Organizations.

21. Education.

22. Entertainment, Sports & Travel.

Now in its eighth edition, Public Relations combines numerous real-life case studies with fundamental concepts of the field, helping students relate theory to the actual practice of public relations. Grounded in scholarship, the main text and features are all built on references to landmark studies and time-honored public relations techniques. Written in a disarming and accessible style, this edition also focuses on technology in every application, and it leads readers to think about other creative ways to use new media.

New to the Eighth Edition

  • In an age of corporate scandals, terrorism and national health issues, a new chapter on “Conflict Management: Dealing with Issues, Risks and Crises” lays the groundwork for understanding and coping with various crises
  • Merges chapters on “What is Public Relations” and “The Individual in Public Relations” into a more comprehensive introductory chapter that focuses on both the field and the professionals within it.
  • The Tactics section, with chapters on written, spoken and visual techniques, has been wholly revised and placed earlier in the text to give students some hands-on work samples earlier in the course.
  • Unifies three time-honored boxed features—Ethics, Global, and Insights—under an “On the Job” banner to enhance the applied focus of the book.
  • Technology coverage has been updated throughout the book, particularly in the three Tactics chapters and in Chapter 13: New Technologies in Public Relations, helping students to understand the impact of technological innovations on the future of public relations.
  • Includes new data on the top public relations firms and codes of ethics from national and international trade associations, providing the most current information on the Public Relations industry today.
Praise for Public Relations: Strategies and Tactics

“I had forgotten how good and thorough this text is. It has always been the standard of the introductory public relations textbook and it remains so today. Its content is up-to-date, well researched, and clearly organized in a way that instructors and their students will appreciate.”
Maureen Taylor, Rutgers University

“This text definitely achieves one of my primary objectives in an intro course — an understanding of compromises. It makes the readers aware of how much of the symbolic world around them is the result of Public Relations.”
Josh Boyd, Purdue University

View a Sample Chapter PDF:

For Introduction to Public Relations


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    Designed to give your students the extra support they need to succeed in your classroom, our Study Edition of Wilcox's Public Relations: Strategies and Tactics offers perforated chapter practice tests at the end of the textbook, an optional Practice Test Solutions Manual, and an Instructor's Testing Manual with solutions to the practice tests.

     

    Containing the same engaging and effective features that have made Public Relations: Strategies and Tactics such a success, the Study Edition offers an additional bonus: perforated chapter quizzes. Because the answers to the practice tests are not included in the Study Edition, instructors can use the tests as quizzes or as extra homework. If instructors prefer to give students the option of checking their own results, they can package the Study Edition with our Practice Test Solutions Manual (ISBN: 0-205-50728-X). Also included with this option is our Tutor Center Access Card to provide students with extra study support from our qualified Tutor Center professionals by phone, fax, email, and the Internet. With either ordering option, students get a valuable and effective study system not found in other books!

     

    Using real-life case studies, Public Relations: Strategies and Tactics helps students better understand the basic concepts, strategies, and tactics practiced in public relations today. The text presents an engaging and comprehensive overview of the principles, concepts, and methods of public relations.

  • 0205491685Public Relations: Strategies and Tactics, Study Edition, 8/E
    Wilcox & Cameron
    © 2007 | Allyn & Bacon | Paper; 704 pages | Instock
    ISBN-10: 0205491685 | ISBN-13: 9780205491681
    Brief Description

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