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Public Relations：Strategies and Tactics(9版)
作者：
Wilcox、Cameron
分類：
外文書籍
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綜論
出版社：
華泰文化
出版日期：2009/1/1
ISBN：0205623239
書籍編號：kk0209066
頁數：640
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1280
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<b><font color="#aa0000">內容簡介</font></b> Comprehensive and current, Public Relations: Strategies and Tactics, Ninth Edition helps students better understand the basic concepts, strategies, and tactics practiced in public relations today. Public Relations: Strategies and Tactics combines numerous real-life case studies with core theoretical to help students relate theory to the actual practice of public relations. This comprehensive 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 students to think about creative uses of new media. <b><font color="#aa0000">目錄</font></b> Part 1: Role Chapter 1: What Is Public Relations? Chapter 2: The Evolution of Public Relations Chapter 3: Ethics and Professionalism Chapter 4: Public Relations Departments and Firms Part 2: Process Chapter 5: Research Chapter 6: Program Planning Chapter 7: Communication Chapter 8: Evaluation Part 3: Strategy Chapter 9: Public Opinion and Persuasion Chapter 10: Conflict Management: Dealing with Issues, Risks, and Crises Chapter 11: Reaching a Multicultural and Diverse Audience Chapter 12: Public Relations and the Law Chapter 13: New Technologies in Public Relations Part 4: Tactics Chapter 14: News Releases, Media Alerts, and Pitch Letters Chapter 15: Radio, Television, and the Web Chapter 16: Media Interviews, News Conferences, and Speeches Part 5: Application Chapter 17: Corporations Chapter 18: Politics and Government Chapter 19: Global Public Relations Chapter 20: Nonprofit Organizations Chapter 21: Education Chapter 22: Entertainment, Sports, and Travel
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