Planning and Managing Effective Communication Programs
Helps readers move from a tactical public-relations approach to a strategic management style. This book demonstrates skillful use of research and planning techniques, providing research methods that make use of the Internet and programs aiding data entry and analysis.
This book demonstrates skillful use of research and planning techniques, providing research methods that make use of the Internet and programs aiding data entry and analysis.
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.
Planning and Managing Effective Communication Programs
"Strategic Public Relations Management features an applied approach to evidence-based, strategic public relations management. It emphasizes understanding audiences through research and demonstrates success through quantitative evaluation methods. It presents a scientific approach that helps future and current practitioners understand and communicate the value of public relations to others, using performance metrics to demonstrate return on investment. New to the third edition: - New examples on the effective use of digital communication and online research tools; - Updated guidance on researching using digital tools and social media; - New examples that provide a more accessible pathway to real-world application. In addition to these new features, the book covers: - Creating a framework for planning; - Up-to-date research tools and how to develop a research plan; - Gathering useful data for strategic guidance; - Real-world examples that provide readers with realistic cases and situations; - Applying theory to professional practice. The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout the book"--
The text demonstrates skillful use of research and planning techniques, providing research methods that make use of the Internet and programs aiding data entry and analysis.
