Cases in Public Relations Strategy

Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client―whether big or small, global or local, for-profit or nonprofit―in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field.

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Burton St. John III, Ph.D., Associate Professor at Old Dominion University

Diana Martinelli, PhD., Associate Professor at West Virginia University

Robert Pritchard, MA, APR, Fellow PRSA, is a member of the public relations faculty in the Gaylord College at the University of Oklahoma.

Cylor Spaulding, PhD., Assistant Professor at Towson University