Strategic Public Relations Management

Planning and Managing Effective Communication Programs

This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Combining the key components of effective management and campaign design, the authors introduce students and practitioners to the tools needed for developing and presenting comprehensive, effective, and accountable plans. Employing clear, straightforward language, they cover techniques for planning and research, as well as the effective application of communication theory. Key features of the volume include the synthesis of knowledge in public relations and communication, covering the critical areas needed for a strategic approach to public relations, and ample real-world examples, providing concrete applications of principles and theories. With its practical and accessible approach, Strategic Public Relations Managementwill serve well as a text for public relations management and communication campaigns courses, and is essential as a reference for professional practice.

This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques.