Comprehensive and current, Public Relations: Strategies and Tactics 9/e helps readers better understand the basic concepts, strategies, and tactics practiced in public relations today. In its ninth edition, Public Relations: Strategies and Tactics combines numerous real-life case studies with fundamental concepts of the field to help readers relate theory to the actual practice of public relations. The text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages readerss to think about creative uses of new media.
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From the Back Cover
Public Relations: Strategies and Tactics, 9/e
Dennis L. Wilcox, San Jose State University
Glen T. Cameron, University of Missouri
Comprehensive and current, Public Relations: Strategies and Tactics helps students understand the basic concepts, strategies, and tactics practiced in public relations today. Grounded in scholarship, this ninth edition includes landmark case studies to help students relate relevant public relations theory to the actual practice of public relations. Written in a disarming and accessible style, this edition focuses on the application of technology and encourages students to think about creative uses of new media.
New to the ninth edition:
- “Reaching a Multicultural and Diverse Audience” (Ch. 11) emphasizes and explains strategies for reaching diverse audiences that include different age groups, cultures and physical disabilities.
- New On the Job boxes contain current examples of moral dilemmas faced by practitioners, followed by questions for students to consider as they read or as part of a lively classroom discussion in the classroom. Topics range from Michael Vick’s dog-fighting charges to Bank of America’s campaign in the Hispanic Community and Harry Potter’s press coverage.
- Nearly all new PR Casebooks relate contemporary topics to central concepts in public relations and include the iPhone, China’s international reputation, Hurricane Katrina, Duke University’s lacrosse scandal, and online campaigns.
- “The Evolution of Public Relations” (Ch. 2) discusses the direction of trend lines in public relations and potential challenges public relations professionals may face in the next 50 years.
What one reviewer says about Wilcox and Cameron’s Public Relations: Strategies and Tactics:
“Wilcox and Cameron have the best introductory textbook on the market. It is very complete, well organized, and I always tell my students that, ‘almost everything you need to know about public relations is in this textbook.’”
- Robert Carroll, Ph.D., York College of Pennsylvania
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Most helpful customer reviews
By S. Koene
Format:Hardcover
I have found this particular textbook challenging to read. There are too many stats thrown at you and the wording could be more concise. The acronyms are out of control making things very difficult to absorb. Not ideal for a learning scenario.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
3.4 out of 5 stars
11 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars
PUBLIC RELATIONS: Strategies and Tactics 9th edition)
April 3 2010
By Patrick M. Mcdermott
- Published on Amazon.com
Format:Hardcover
Highly readable and understandable introduction to the public relations field. Thorough documentation, and highly useful case studies and information from international (e.g. non-U.S.) sources.
1 of 1 people found the following review helpful
2.0 out of 5 stars
Amazon: Public Relations: Strategies and Tactics (9th Edition)
July 23 2011
By K-Dawg
- Published on Amazon.com
Format:Hardcover|Amazon Verified Purchase
This book did not go into public relations in detail enough for the entertainment field as the cover of the book leads you to believe. The description of the book did not indicate that this was a watered down version of Public Relations topics and no true strategies for the case studies. The entertainment field was covered without siting enough examples. The rest of the book appeared to be a very simplistic or freshmen level introduction to the topic that would also need to be taught by an experienced public relations professional or expert to give this book some life. The book only is not enough to fully understand and bring to life the public relations field for a graduate student. I bought it for $5, it is worth that amount, and it was enough to satisfy my basic curiosity on the subject.
1.0 out of 5 stars
Incorrect delivery!
July 9 2011
By DavidS
- Published on Amazon.com
Format:Hardcover|Amazon Verified Purchase
I didn't receive the right book! The book I was sent wasn't even close. It was a completley different subject matter. I ended up buying the book from the univeristy bookstore for over $100! I was a week behind in my course as a result. Thankfully my instructor was understanding, and alot of hard work enabled me to catch up.
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Go to Amazon.com to see all 11 reviews
3.4 out of 5 stars
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