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.
|Country of origin:
||Routledge Communication Series
Bruce E. Pinkleton
• Erica Weintraub Austin
||Electronic book text
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