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" Strategic public relations management : "
Erica Weintraub Austin, Bruce E. Pinkleton.
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BL
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| Record Number
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1030201
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| Doc. No
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b784571
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| Main Entry
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Austin, Erica Weintraub.
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| Title & Author
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Strategic public relations management : : planning and managing effective communication programs /\ Erica Weintraub Austin, Bruce E. Pinkleton.
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| Edition Statement
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2nd ed.
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| Publication Statement
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Mahwah, N.J. :: Lawrence Erlbaum Associates,, 2006.
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| Series Statement
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LEA's communication series
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| Page. NO
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xv, 411 pages :: illustrations ;; 24 cm.
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| ISBN
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0805853804
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: 0805853812
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: 9780805853803
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: 9780805853810
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| Bibliographies/Indexes
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Includes bibliographical references (pages 389-399) and indexes.
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| Contents
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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.
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| Abstract
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"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.
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| Subject
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Public relations-- Management.
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| Subject
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Public relations-- Management.
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| Dewey Classification
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659.2
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| LC Classification
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HD59.A97 2006
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| Added Entry
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Pinkleton, Bruce E.
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