Strategic Public Relations Management
Planning and Managing Effective Communication Campaigns
3rd Edition
Published on 20. February 2015
398 pages
978-1-317-62529-2 (ISBN)
Description
Strategic Public Relations Management features an applied approach to evidence-based, strategic public relations management. It emphasizes understanding audiences through research and demonstrates success through quantitative evaluation methods. The volume presents a scientific approach that helps future and current practitioners understand and communicate the value of public relations to others, using performance metrics to demonstrate return on investment.
New to the third edition:
New examples on the effective use of digital communication and online research tools;
Updated guidance on researching using digital tools and social media;
New examples that provide a more accessible pathway to real-world application.
In addition to these new features, the book covers:
Creating a framework for planning;
Up-to-date research tools and how to develop a research plan;
Gathering useful data for strategic guidance;
Real-world examples that provide readers with realistic cases and situations;
Applying theory to professional practice.
The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout.
New to the third edition:
New examples on the effective use of digital communication and online research tools;
Updated guidance on researching using digital tools and social media;
New examples that provide a more accessible pathway to real-world application.
In addition to these new features, the book covers:
Creating a framework for planning;
Up-to-date research tools and how to develop a research plan;
Gathering useful data for strategic guidance;
Real-world examples that provide readers with realistic cases and situations;
Applying theory to professional practice.
The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout.
More details
Series
Edition
3rd edition
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Product notice
Reflowable
Illustrations
34 s/w Tabellen, 30 s/w Photographien bzw. Rasterbilder, 35 s/w Zeichnungen
34 Tables, black and white; 35 Line drawings, black and white; 30 Halftones, black and white
File size
24,40 MB
ISBN-13
978-1-317-62529-2 (9781317625292)
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
Other editions
Additional editions
Erica Weintraub Austin | Bruce E. Pinkleton
Strategic Public Relations Management
Planning and Managing Effective Communication Campaigns
Book
03/2015
3rd Edition
Routledge
€380.90
Shipment within 15-20 days
Erica Weintraub Austin | Bruce E. Pinkleton
Strategic Public Relations Management
Planning and Managing Effective Communication Campaigns
Book
02/2015
3rd Edition
Routledge
€134.90
Shipment within 15-20 days
Persons
Erica Weintraub Austin is the Professor and Director of the Center of Media and Health Promotion at Washington State University.
Bruce E. Pinkleton is Professor and Associate Director of the Murrow Center for Media and Health Promotion Coordinator at Washington State University.
Bruce E. Pinkleton is Professor and Associate Director of the Murrow Center for Media and Health Promotion Coordinator at Washington State University.
Content
1. The Need for Stragetic Public Relations
Part I: Framework for Planning.
2. Where the Strategic Manager Begins: Taking Stock.
3. Elements of the Campaign Recipe.
4. Determining Research Needs: Developing the Research Plan.
Part II: Gathering Useful Data for Strategic Guidance.
5. Research Decisions and Data Collection.
6. Making Research Decisions: Sampling.
7. Making Research Decisions: Informal Research Methods.
8. Making Research Decisions: The Focus Group.
9. Making Research Decisions: Formal Research Methods.
10. Making Research Decisions: Survey Research.
11. Making Research Decisions: Questionnaire Design.
12. Collecting, Analyzing, and Reporting Quantitative Data.
Part III: Using Theory for Practical Guidance.
13. What Theory Is and Why It Is Useful.
14. Theories for Creating Effective Message Strategies.
15. Practical Applications of Theory for Strategic Planning.
Part IV: The Successful Pitch and Follow-Through.
16. Presenting Campaigns, Program Proposals, and Research Reports.
Appendix A: Code of Professional Standards for the Practice of Public Relations.
Appendix B: Code of Professional Ethics and Practices.
Appendix C: Guidelines and Standards for Measuring and Evaluating PR Effectiveness.
Part I: Framework for Planning.
2. Where the Strategic Manager Begins: Taking Stock.
3. Elements of the Campaign Recipe.
4. Determining Research Needs: Developing the Research Plan.
Part II: Gathering Useful Data for Strategic Guidance.
5. Research Decisions and Data Collection.
6. Making Research Decisions: Sampling.
7. Making Research Decisions: Informal Research Methods.
8. Making Research Decisions: The Focus Group.
9. Making Research Decisions: Formal Research Methods.
10. Making Research Decisions: Survey Research.
11. Making Research Decisions: Questionnaire Design.
12. Collecting, Analyzing, and Reporting Quantitative Data.
Part III: Using Theory for Practical Guidance.
13. What Theory Is and Why It Is Useful.
14. Theories for Creating Effective Message Strategies.
15. Practical Applications of Theory for Strategic Planning.
Part IV: The Successful Pitch and Follow-Through.
16. Presenting Campaigns, Program Proposals, and Research Reports.
Appendix A: Code of Professional Standards for the Practice of Public Relations.
Appendix B: Code of Professional Ethics and Practices.
Appendix C: Guidelines and Standards for Measuring and Evaluating PR Effectiveness.
