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Public Relations: Strategies and Tactics [Hardcover]

Dennis L. Wilcox , Glen T. Cameron


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There is a newer edition of this item:
Public Relations: Strategies and Tactics Plus MyCommunicationLab with eText -- Access Card Package (10th Edition) Public Relations: Strategies and Tactics Plus MyCommunicationLab with eText -- Access Card Package (10th Edition)
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Book Description

May 19 2005 0205449441 978-0205449446 8
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.

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From the Back Cover

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


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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.7 out of 5 stars  7 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Comprehensive examination of PR strategies Jan. 4 2007
By Chief Comm Prof - Published on Amazon.com
Format:Hardcover|Verified Purchase
I have used previous editions in the classroom but this one is even more thorough and has up-to-date examples which make it even more interesting. Worth keeping as a desk reference even if you aren't a PR person!
5.0 out of 5 stars Informative and well-organized April 7 2013
By M - Published on Amazon.com
Format:Hardcover|Verified Purchase
PR is not as easy as most people think it is. However, this text was very thorough and made it easy-to-understand, providing many examples of different strategies and methods professionals use. This book helped me immensely, and I earned an A for the semester :-)
4.0 out of 5 stars Nice Book Dec 5 2011
By Court... - Published on Amazon.com
Format:Hardcover|Verified Purchase
I purchased this book because i was taking classes for public relations but its crazy this is like a high school textbook. its really bigger than a normal book its a textbook but other than that you can really learn alot. no scratches or writings in the book when i got it despite the age of the book.
0 of 1 people found the following review helpful
4.0 out of 5 stars Great price and great book. Feb. 10 2010
By Elizabeth Weist-lidecker - Published on Amazon.com
Format:Hardcover|Verified Purchase
I enjoyed reading this text for school and I got it at a great price!
3 of 6 people found the following review helpful
2.0 out of 5 stars What happened to editing? Dec 2 2005
By P. Angell - Published on Amazon.com
Format:Hardcover
Although I found this text interesting, and mostly informative, the practice of editing seems to have slipped through the cracks. And for this purpose, I offer my eye for future editions! The order of content, as well as combining similar themes, could have been a bit more well thought out.

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