Cantitate/Preț
Produs

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

Autor Erica Weintraub Austin, Bruce E. Pinkleton
en Limba Engleză Paperback – 13 feb 2015
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.
Citește tot Restrânge

Toate formatele și edițiile

Toate formatele și edițiile Preț Express
Paperback (1) 70770 lei  6-8 săpt.
  Taylor & Francis – 13 feb 2015 70770 lei  6-8 săpt.
Hardback (1) 180407 lei  6-8 săpt.
  Taylor & Francis – 10 mar 2015 180407 lei  6-8 săpt.

Din seria Routledge Communication Series

Preț: 70770 lei

Preț vechi: 83259 lei
-15% Nou

Puncte Express: 1062

Preț estimativ în valută:
13545 14088$ 11351£

Carte tipărită la comandă

Livrare economică 13-27 martie

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780415517690
ISBN-10: 0415517699
Pagini: 398
Ilustrații: 34 black & white tables, 30 black & white halftones, 35 black & white line drawings
Dimensiuni: 189 x 246 x 20 mm
Greutate: 1.5 kg
Ediția:Revised
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Communication Series

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate, Professional, and Undergraduate

Cuprins

1. The Need for Stragetic Public Relations  
Part I: Framework for Planning.  
2. Where the Strategic Manager Begins: Taking Stock.  
3. Elements of the Campaign Recipe. 
4. Determining Research Needs: Developing the Research Plan. 
Part II: Gathering Useful Data for Strategic Guidance. 
5. Research Decisions and Data Collection. 
6. Making Research Decisions: Sampling. 
7. Making Research Decisions: Informal Research Methods. 
8. Making Research Decisions: The Focus Group. 
9. Making Research Decisions: Formal Research Methods. 
10. Making Research Decisions: Survey Research. 
11. Making Research Decisions: Questionnaire Design.  
12. Collecting, Analyzing, and Reporting Quantitative Data.  
Part III: Using Theory for Practical Guidance. 
13. What Theory Is and Why It Is Useful. 
14. Theories for Creating Effective Message Strategies. 
15. Practical Applications of Theory for Strategic Planning. 
Part IV: The Successful Pitch and Follow-Through. 
16. Presenting Campaigns, Program Proposals, and Research Reports. 
Appendix A: Code of Professional Standards for the Practice of Public Relations. 
Appendix B: Code of Professional Ethics and Practices. 
Appendix C: Guidelines and Standards for Measuring and Evaluating PR Effectiveness.

Notă biografică

Erica Weintraub Austin is the Professor and Director of the Center of Media and Health Promotion at Washington State University.
Bruce E. Pinkleton is Professor and Associate Director of the Murrow Center for Media and Health Promotion Coordinator at Washington State University.

Descriere

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. It 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.