Strategic public relations management : planning and managing effective communication programs / Erica Weintraub Austin, Bruce E. Pinkleton.
By: Austin, Erica Weintraub.
Contributor(s): Pinkleton, Bruce E.
Material type:
TextSeries: Routledge communication series ; 10.Publisher: New York ; London : Routledge, Taylor & Francis Group, 2015Edition: Third edition.Description: viii, 389 pages ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780415517690 (paperback); 9780415517683 (hardback).Subject(s): Public relations -- Management | BUSINESS & ECONOMICS / Education | BUSINESS & ECONOMICS / Public RelationsDDC classification: HD 659. A97 2015 Summary: "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. 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 the book"-- Provided by publisher.
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Long Loan Book
|
Kirinyaga University Library General Stacks | Non-fiction | HD 659. A97 2015 | Available | KYU/2017/7003 | ||
|
Long Loan Book
|
Kirinyaga University Library General Stacks | Non-fiction | HD 659. A97 2015 | Available | KYU/2017/7004 | ||
|
Long Loan Book
|
Kirinyaga University Library General Stacks | Non-fiction | HD 659. A97 2015 | Available | KYU/2017/7005 | ||
|
Long Loan Book
|
Kirinyaga University Library General Stacks | Non-fiction | HD 659. A97 2015 | Available | KYU/2017/4891 |
Includes bibliographical references (pages 361-372) and indexes.
"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. 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 the book"-- Provided by publisher.