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Erica Weintraub Austin, Bruce E. Pinkleton

Strategic Public Relations Management: Planning and Managing Effective Communication Programs

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ISBN: 0805853812
Издательство: Lawrence Erlbaum Associates
Год издания: 2006
Страниц: 424
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...