Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns (Routledge Communication Series)

ISBN-13: 9780415517690

ISBN-10: 0415517699

Author: Erica Weintraub Austin, Bruce E Pinkleton

Edition: 3

Publication date:
2015
Publisher:
Routledge
Format:
Paperback 398 pages
Category:
Political Science, Management
Rating:
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Summary

Acknowledged author Erica Weintraub Austin wrote Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns (Routledge Communication Series) comprising 398 pages back in 2015. Textbook and etextbook are published under ISBN 0415517699 and 9780415517690. Since then Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns (Routledge Communication Series) textbook received total rating of 3.5 stars and was available to sell back to BooksRun online for the top buyback price of $15.57 or rent at the marketplace.


Description

Strategic Public Relations Management features an applied approach to evidence-based, strategic public relations management. It emphasizes understanding audiences through research and demonstrates success through quantitative evaluation methods. The volume presents a scientific approach that helps future and current practitioners understand and communicate the value of public relations to others, using performance metrics to demonstrate return on investment. New to the third edition: New examples on the effective use of digital communication and online research tools; Updated guidance on researching using digital tools and social media; New examples that provide a more accessible pathway to real-world application. In addition to these new features, the book covers: Creating a framework for planning; Up-to-date research tools and how to develop a research plan; Gathering useful data for strategic guidance; Real-world examples that provide readers with realistic cases and situations; Applying theory to professional practice. The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout.