Public Relations [antikvár]

PREFACE At the start of a new century, indeed a new millennium, as global communication explodes with intriguing electronic methods, public relations performs a significant, expanding role in contemporary life. This fifth edition of Public Relations: Strategies and Tactics gives students a comprehensive, yet succinct, introduction to that role. It describes the principles of public relations practice, explains the techniques used to carry out the principles, prepares students for work in the field of pubUc relations, and defines the ethical standards professionals should adopt. This edition looks closely at two recent trends in public relations practice: use of the Internet and its World Wide Web for message delivery and research, and diversity in the work force and in the audiences for public relations messages. Identification of target audiences based on ethnic background, gender, age, and other social factors is emphasized. Both of these trends will have strong impact in the new century because they provide stimulating possibilities in shaping and delivering public relations messages. Organization of the Text The basic structure of the book remains the same, although the order of presentation in Part One has been altered in order to correspond with trends in public relations practice. The book is divided into five parts: • Part One: Role • Part Two: Process • Part Three: Strategy • Part Four: Application • Part Five: Tactics Part One: Role The opening chapter, defining public relations, concludes with a case study of how pubUc relations is used in the high-stakes battle between the government and the tobacco mdustry. Chapter 2