strategies and tactics Wilcox, Dennis L. 1941- creator Ault, Phillip H. Agee, Warren K. (Warren Kendall) 1916- Bernays, Edward L. (Edward Louis) 1891-1995 prologuista text nyu New York HarperCollins College Publishers c1995 1995 4th edition monographic eng

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xxvi, 696 pages : illustrations (some color) ; 24 cm. A comprehensive overview of public relations principles, concepts and methods is presented in this introductory text. Case studies are featured, such as the debate over Clinton's health-care plan. Issues covered include ethics and professionalism and diversity in the workplace. Part 1 Role: what is public relations?; types of public relations work; the evolution of public relations; the individual in public relations; public relations departments and firms; ethics and professionalism. Part 2 Process: research; planning the action; communication; evaluation. Part 3 Strategy: public opinion and persuasion; the audience and how to reach it; public relations and the law. Part 4 Application: corporates; public affairs and government; international public relations; membership organizations; social, cultural, and health agencies; education; entertainment, sports, travel. Part 5 Tactics: public relations and new technologies; written tactics; spoken tactics; visual tactics. Dennis L. Wilcox, Phillip H. Ault, Warren K. Agee ; with a foreword by Edward L. Bernays. Includes bibliographical references (pages 657-679) and index. n-us--- Public relations Public relations United States Relaciones públicas Estados Unidos HM 263 W667p 1995 659.2 0673993094 9780673993090 060907 20250729112926.0 eng