Strategic Public Relations Management

Planning and Managing Effective Communication Campaigns

Business & Finance, Marketing & Sales, Public Relations, Business Reference, Education, Nonfiction, Reference & Language, Language Arts, Communication
Cover of the book Strategic Public Relations Management by Erica Weintraub Austin, Bruce E Pinkleton, Taylor and Francis
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Author: Erica Weintraub Austin, Bruce E Pinkleton ISBN: 9781317625292
Publisher: Taylor and Francis Publication: February 20, 2015
Imprint: Routledge Language: English
Author: Erica Weintraub Austin, Bruce E Pinkleton
ISBN: 9781317625292
Publisher: Taylor and Francis
Publication: February 20, 2015
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

In addition to these new features, the book covers:

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.

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