عنوان

Strategic public relations management :

(Number (ISBN

0805853804

(Number (ISBN

0805853812

(Number (ISBN

9780805853803

(Number (ISBN

9780805853810

Number

b784571

Title Proper

Strategic public relations management :

General Material Designation

[Book]

Other Title Information

planning and managing effective communication programs /

First Statement of Responsibility

Erica Weintraub Austin, Bruce E. Pinkleton.

Edition Statement

2nd ed.

Place of Publication, Distribution, etc.

Mahwah, N.J. :

Name of Publisher, Distributor, etc.

Lawrence Erlbaum Associates,

Date of Publication, Distribution, etc.

2006.

Specific Material Designation and Extent of Item

xv, 411 pages :

Other Physical Details

illustrations ;

Dimensions

24 cm.

Series Title

LEA's communication series

Text of Note

Includes bibliographical references (pages 389-399) and indexes.

Text of Note

The need for strategic public relations management -- I. Framework for planning -- Where the strategic manager begins : taking stock -- Elements of the campaign recipe -- Determining research needs : developing the research plan -- II. Gathering useful data for strategic guidance -- Research decisions and data collection -- Making research decisions : sampling -- Making research decisions : informal research methods -- Making research decisions : the focus group -- Making research decisions : formal research methods -- Making research decisions : survey research -- Making research decisions : questionnaire design -- Collecting, analyzing, and reporting quantitative data -- III. Using theory for practical guidance -- What theory is and why it is useful -- Theories for creating effective message strategies -- Practical applications of theory for strategic planning -- IV. The successful pitch and follow-through -- 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.

0

Text of Note

"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."--Jacket.

Public relations-- Management.

Public relations-- Management.

Number

Edition

Class number

Book number

Austin, Erica Weintraub.

Pinkleton, Bruce E.

Date of Transaction

20201206224023.0

Electronic name

[Book]

Y