Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step unfolding of the strategic campaign process used in public relations practice. Drawing from his experience in professional practice and in the classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical planning, and plan evaluation phases of the process.

The Dynamics of Persuasion provides a comprehensive and up-to-date introduction to persuasive communication and attitude change. Offering a thorough discussion of classic and contemporary theories of persuasion, this text explores the structure and functions of attitudes, consistency between attitude and behavior, and issues in attitude measurement.

This Handbook bridges explicit treatments of ethical issues in communication and implicit considerations of ethics, presenting in one volume analyses and applications that draw upon recognized ethical theories and those which engage important questions of power, equality, and justice. It is intended for scholars in communication, and will serve as a reference text in advanced courses addressing communication and ethics.

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