02856cam a2200397 i 4500 2936 2936 18203735 OSt 20250708153504.0 140627s2015 nyu b 001 0 eng 2014023917 9780415517690 (paperback) 9780415517683 (hardback) 9781315754833 (ebook) KYUL eng KYUL rda DLC pcc HD 659 .A97 2015 HD 659. A97 2015 Austin, Erica Weintraub. Strategic public relations management : planning and managing effective communication programs / Erica Weintraub Austin, Bruce E. Pinkleton. Third edition. New York ; London : Routledge, Taylor & Francis Group, 2015. viii, 389 pages ; 24 cm. text rdacontent unmediated rdamedia volume rdacarrier Routledge communication series ; 10 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. Public relations School of Business and Education Management. BUSINESS & ECONOMICS / Education. Management. School of Business and Education BUSINESS & ECONOMICS / Public Relations. Management. School of Business and Education Pinkleton, Bruce E. 7 cbc orignew 1 ecip 20 y-gencatlg lcc LLB 0 0 lcc 0 0 NFIC KyUCL KyUCL GEN 2017-01-19 Purchase 9712.00 1 HD 659. A97 2015 KYU/2017/4891 2026-03-31 2017-02-05 2017-01-19 LLB 0 0 lcc 0 0 NFIC KyUCL KyUCL GEN 2017-02-28 Purchase 9712.00 1 HD 659. A97 2015 KYU/2017/7003 2026-03-31 2018-05-15 2017-02-28 LLB 0 0 lcc 0 0 NFIC KyUCL KyUCL GEN 2017-02-28 Purchase 9712.00 HD 659. A97 2015 KYU/2017/7004 2026-03-31 2017-02-28 LLB 0 0 lcc 0 0 NFIC KyUCL KyUCL GEN 2017-02-28 Purchase 9712.00 HD 659. A97 2015 KYU/2017/7005 2026-03-31 2017-02-28 LLB