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Description: |
xxiv, 584 pages : illustrations (some color) ; 24 cm |
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General Note: |
Revised edition of: Public relations / Dennis L. Wilcox ... 5th ed. c1998. |
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Bibliography Note: |
Includes bibliographical references (pages 559-569) and index. |
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Contents Note: |
Contents: In Detail -- Preface -- In Memoriam -- Edward L. Bernays -- Note to Students -- pt. 1. Role -- Ch. 1. What Is Public Relations? -- Ch. 2. The Evolution of Public Relations -- Ch. 3. Ethics and Professionalism -- Ch. 4. The Individual in Public Relations -- Ch. 5. Public Relations Departments and Firms -- pt. 2. Process -- Ch. 6. Research -- Ch. 7. Program Planning -- Ch. 8. Communication -- Ch. 9. Evaluation -- pt. 3. Strategy -- Ch. 10. Public Opinion and Persuasion -- Ch. 11. The Audience and How to Reach It -- Ch. 12. Public Relations and the Law -- pt. 4. Application -- Ch. 13. Corporations -- Ch. 14. Politics and Government -- Ch. 15. International Public Relations -- Ch. 16. Membership Organizations -- Ch. 17. Social, Cultural, and Health Agencies -- Ch. 18. Education -- Ch. 19. Entertainment, Sports, and Travel -- pt. 5. Tactics -- Ch. 20. The Internet and Other New Technologies -- Ch. 21. Written Tactics -- Ch. 22. Spoken Tactics -- Ch. 23. Visual Tactics -- A Public Relations Glossary -- Bibliography -- Photo Acknowledgments -- Index. |