Strategic Public Relations Management: Planning and Managing Effective Communication Programs (Routledge Communication Series)

Erica Weintraub Austin, Bruce E Pinkleton

ISBN 10: 0805853812 / ISBN 13: 9780805853810

Published by Routledge 28/07/2006, 2006

About this Item

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Bibliographic Details

• Title: Strategic Public Relations Management: Planning and Managing Effective Communication Programs (Routledge Communication Series)
• Publisher: Routledge 28/07/2006
• Publication Date: 2006
• Language: English
• ISBN 10: 0805853812
• ISBN 13: 9780805853810
• Binding: Paperback
• Edition: 2nd Edition
• Condition: Very Good

About this title

Synopsis

This second edition of Erica Weintraub Austin and Bruce E. Pinkleton’s popular text, Strategic Public Relations Management, helps readers move from a tactical public relations approach to a strategic management style. Building on the first edition, it demonstrates skillful use of research and planning techniques, providing updated research methods that make use of the Internet and programs aiding data entry and analysis. This version also expands its focus to communication program planning more broadly.
 
Chapters in the book cover such critical topics as:
*creating a framework for planning;
*identifying the elements of a campaign;
*determining research needs and developing the research plan;
*gathering useful data for strategic guidance;
*making research decisions; and
*applying theory to professional practice.
 
This book is valuable as a text in public relations management and communication campaigns courses, while also serving as a reference for practitioners. It introduces readers to the tools necessary for developing and presenting comprehensive, effective, and accountable public relations plans, ensuring they are well prepared for managing and executing communication campaigns.