Author Description

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. firms and codes of ethics from national. Includes new data on the top public relations and international trade associations, providing the most current information on the Public Relations industry today. Praise for Public Relations: Strategies and Tactics..