E-Book Overview
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.
E-Book Content
Strategic Public Relations Management Planning and Managing Effective Communication Programs Second Edition LEA’s COMMUNICATION SERIES Jennings Bryant/Dolf Zillmann, General Editors Selected titles in Public Relations (James Grunig, Advisory Editor) include Culbertson/Chen r International Public Relations: A Comparative Analysis Dozier/Grunig/Grunig r Manager’s Guide to Excellence in Public Relations and Communication Management Fearn-Banks r Crisis Communications: A Casebook Approach, Second Edition Grunig r Excellence in Public Relations and Communication Management Ledingham/Bruning r Public Relations as Relationship Management: A Relational Approach to the Study and Practice of Public Relations Lerbinger r The Crisis Manager: Facing Risk and Responsibility Spicer r Organizational Public Relations: A Political Perspective Wearit r Crisis Management by Apology: Corporate Response to Allegations of Wrongdoing Mickey r Deconstructing Public Relations: Public Relations Criticism Millar/Heath r Responding to Crisis: A Rhetorical Approach to Crisis Communication Lamb/McKee r Applied Public Relations: Cases in Stakeholder Management Lerbinger r Corporate Public Affairs: Interacting With Interest Groups, Media, and Government For a complete list of titles in LEA’s Communication Series, please contact Lawrence Erlbaum Associates, Publishers, at www.erlbaum.com. Strategic Public Relations Management Planning and Managing Effective Communication Programs Second Edition Erica Weintraub Austin Bruce E. Pinkleton 2006 LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS Mahwah, New Jersey London This edition published in the Taylor & Francis e-Library, 2008. “To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.” C 2006 by Lawrence Erlbaum Associates, Inc. Copyright All rights reserved. No part of this book may be reproduced in any form, by photostat, microform, retrieval system, or any other means, without prior written permission of the publisher. Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, New Jersey 07430 www.erlbaum.com Library of Congress Cataloging-in-Publication Data Austin, Erica Weintraub. Strategic public relations management : planning and managing effective communication programs / Erica Weintraub Austin, Bruce E. Pinkleton.—2nd ed. p. cm.—(LEA’s communication series) Includes bibliographical references and index. ISBN 0-8058-5380-4 (clothbound : alk. paper)—ISBN 0-8058-5381-2 (pbk. : alk. paper) 1. Public relations—Management. I. Pin