Strategic public relations management : planning and managing effective communication programs

Select an Action

Title:

Strategic public relations management : planning and managing effective communication programs

Author:

Austin, Erica Weintraub.

ISBN:

9780805853810

9780805853803

Personal Author:

Austin, Erica Weintraub.

Edition:

2nd ed.

Publication Information:

Mahwah, N.J. ; London : Lawrence Erlbaum, 2006.

Physical Description:

xv, 411 p.

Series:

LEA's communication series

Series Title:

LEA's communication series

General Note:

Previous ed.: 2001.

Formerly CIP.

Contents:

1. The need for strategic public relations management -- 2. Where the strategic manager beings : taking stock -- 3. Elements of the campaign recipe -- 4. Determining research needs : developing the research plan -- 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 -- 13. What theory is and why it is useful -- 14. Theories for creating effective message strategies -- 15. Practical applications of theory for strategic planning -- 16. Presenting campaigns, program proposals, and research reports.

Abstract:

"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."--BOOK JACKET.

Subject Term:

Public relations -- Management.

Added Author:

Pinkleton, Bruce E.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020373433	659.2 A935S 2006	1	Searching... Unknown

Bound With These Titles

On Order

Summary

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.