Strategic public relations management : planning and managing effective communication programs
著者
書誌事項
Strategic public relations management : planning and managing effective communication programs
（LEA's communication series）
Lawrence Erlbaum Associates, 2001
- : cloth
- : pbk
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注記
Includes bibliographical references (p. 379-386) and index
内容説明・目次
内容説明
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 Management will serve well as a text for public relations management and communication campaigns courses, and is essential as a reference for professional practice.
目次
Contents: Preface. The Need for Strategic Public Relations Management. Part I: A Framework for Planning. Where the Strategic Manager Begins: Taking Stock. Elements of the Campaign Recipe. Determining Research Needs: Developing the Research Plan. Part II: Gathering Useful Data for Strategic Guidance. Research Decisions and Data Collection. 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: Sampling. Making Research Decisions: Questionnaire Design. Collecting, Analyzing, and Reporting Quantitative Data. Part 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. Part IV: The Successful Pitch and Follow-Through. The Campaign Plan. Appendices.
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