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Strategic Public Relations Management
Erica Weintraub Austin
Bruce E Pinkleton
Bruce E. Pinkleton
其他書名
Planning and Managing Effective Communication Programs
出版
Routledge
, 2006-11-06
主題
Business & Economics / Education
Business & Economics / Public Relations
Social Science / Media Studies
ISBN
1135603626
9781135603625
URL
http://books.google.com.hk/books?id=A6uRAgAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
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.