Including a representative mix of award-wining strategies, the cases in this current book teach valuable and interesting lessons. Praised for his thorough inception-to-evaluation coverage, author Jerry A. Hendrix systematically reviews each case interms of four criteria: research, objectives, Programming, and evaluation.
In the sixth Edition:
- Twenty-nine carefully selected NEW case, including many public Relations Society of America Silver Anvil   award winners
- Update Info Trac College Edition activities at the end of every chapter---guiding you to the best of this world-class online library's extensive selection of current articles
- The new Public Relations Society of America Code of Ethics

Part 1 Solving Public Relations Problems
Part 2 Reaching Major Audiences
Part 3 Emergency Public Relations
Part 4 Beyond Public Relations