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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-honoured public relations techniques. The writing is geared to undergraduates, and many colourful charts and photos are used to enhance major concepts.

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