Public Relations Campaigns
2nd Edition
Published on 5. April 2014
Book
Paperback/Softback
288 pages
978-0-19-557862-1 (ISBN)
Description
Public Relations Campaigns is designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of planning theory to real life scenarios to provide a practical approach for planning a successful campaign.
The first half of the book provides the foundations on which successful campaigns are built: theory, research and evaluation. This leads into an exploration of a series of contemporary campaigns that highlight specialist areas of public relations practice. This provides an inside view, mapping the elements of the campaign step by step and enables an understanding of how a successful campaign is built. There is also a focus on campaign analysis, comparing and contrasting competing interests and an exploration of campaign impact.
The first half of the book provides the foundations on which successful campaigns are built: theory, research and evaluation. This leads into an exploration of a series of contemporary campaigns that highlight specialist areas of public relations practice. This provides an inside view, mapping the elements of the campaign step by step and enables an understanding of how a successful campaign is built. There is also a focus on campaign analysis, comparing and contrasting competing interests and an exploration of campaign impact.
More details
Edition
2nd Revised edition
Language
English
Place of publication
Melbourne
Australia
Publishing group
Oxford University Press Australia
Target group
College/higher education
Edition type
Revised edition
Product notice
Paperback (trade)
Unsewn / adhesive bound
Dimensions
Height: 170 mm
Width: 244 mm
Thickness: 15 mm
Weight
454 gr
ISBN-13
978-0-19-557862-1 (9780195578621)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Mark Sheehan is Senior Lecturer in Public Relations in the School of Communication & Creative Arts (SCCA) at Deakin University, Australia. He was the founding Postgraduate Course Director of the Master of Arts (Professional Communication) and Associate Head of School - Regional and Development. Since 2006 he has edited the Asia Pacific Public Relations Journal and has published widely on public relations in Australia, lobbying, crisis management and risk communication.
Professor Robina Xavier is Executive Dean of the QUT Business School and has more than twenty years' experience in public relations practice and education. After starting her career with the federal government in Canberra, Robina moved to consulting, working primarily in the areas of investor relations and issues management. Prior to joining QUT, she managed the Corporate and Finance Division for Turnbull Fox Phillips in Queensland.
Professor Robina Xavier is Executive Dean of the QUT Business School and has more than twenty years' experience in public relations practice and education. After starting her career with the federal government in Canberra, Robina moved to consulting, working primarily in the areas of investor relations and issues management. Prior to joining QUT, she managed the Corporate and Finance Division for Turnbull Fox Phillips in Queensland.
Content
GWYNETH V. J. HOWELL AND ROHAN MILLER