Planning and managing public relations campaigns: a strategic approach
London; New York:
Kogan Page
(2021) 5th ed., ix, 334 pp., illustr., figures, index
ISBN 978-1-78966-320-4 (pbk); 978-1-78966-321-1 (ebook)
Other Editions: 1st ed. 1996
"Taking a public relations campaign from planning through to implementation can seem overwhelming. Planning and Managing Public Relations Campaigns provides a blueprint for success, and is widely regarded as one of the best 'how-to' guides for students and practitioners. Digestible and easy to read, this fifth edition presents a 12-point plan for ensuring success of campaigns of all sizes, covering vital areas including the role of public relations in organizations, the importance of context, research and analysis, setting objectives, strategy and tactics, timescales and resources, evaluation and review. With discussion of new developments in the industry, from the gig economy and online influencers, to disruptive models, this fully updated new edition addresses the need for agile planning and draws on fresh case studies to provide up-to-date examples of best practice." (Publisher)
Contents
1 Planning and managing in a changing world, 1
2 The role of public relations in organizations, 19
3 Planning and context, 42
4 Starting the planning process, 60
5 Research and analysis, 85
6 Communication theory and setting aims and objectives, 137
7 Knowing the stakeholders and content, 173
8 Strategy and tactics, 206
9 Timescales and resources, 250
10 Knowing what has been achieved: Evaluation and review, 277
2 The role of public relations in organizations, 19
3 Planning and context, 42
4 Starting the planning process, 60
5 Research and analysis, 85
6 Communication theory and setting aims and objectives, 137
7 Knowing the stakeholders and content, 173
8 Strategy and tactics, 206
9 Timescales and resources, 250
10 Knowing what has been achieved: Evaluation and review, 277
