Strategic Public Relations Management
Planning and Managing Effective Communication Programs, 2nd Edition
Routledge – 2000 – 418 pages
Series: Routledge Communication Series
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 practitioners. It introduces readers to the tools necessary for developing and presenting comprehensive, effective, and accountable public relations plans, ensuring they are well prepared for managing and executing communication campaigns.
Contents: Preface to the Second Edition. The Need for Strategic Public Relations Management. Part I: Framework for Planning. Where the Strategic Manager Begins: Taking Stock. Elements of the Campaign Recipe. Determining Research Needs: Developing the Research Plan. Part II: Gathering Useful Data for Strategic Guidance. Research Decisions and Data Collection. Making Research Decisions: Sampling. Making Research Decisions: Informal Research Methods. Making Research Decisions: The Focus Group. Making Research Decisions: Formal Research Methods. Making Research Decisions: Survey Research. Making Research Decisions: Questionnaire Design. Collecting, Analyzing, and Reporting Quantitative Data. Part III: Using Theory for Practical Guidance. What Theory Is and Why It Is Useful. Theories for Creating Effective Message Strategies. Practical Applications of Theory for Strategic Planning. Part IV: The Successful Pitch and Follow-Through. 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.