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Planning and Managing Public Relations Campaigns: A Strategic Approach

Overview

Getting a public relations campaign or program off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated third edition of Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners, with examples and case studies ranging from The Olympic Bid to manage the ongoing development of a program in a structured way to benefit both the organization and ...

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Planning and Managing Public Relations Campaigns: A Strategic Approach

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Overview

Getting a public relations campaign or program off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated third edition of Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners, with examples and case studies ranging from The Olympic Bid to manage the ongoing development of a program in a structured way to benefit both the organization and its clients. 

Practical and easy to read, this book demonstrates a 12-point plan for ensuring success and covers many vital areas including: the role of public relations in organizations; the importance of context; research and analysis; communication theory; setting objectives; publics and content; strategy and tactics; timescales and resources; evaluation and review. By using the techniques present here, and with free supporting online material, public relations practitioners will be able to drive events rather than be driven by them. 

Endorsed by the Chartered Institute of Public Relations, this book is vital reading for students, practitioners or managers who want a definitive guide to the planning and management process. For free online support material go to: 

www.koganpage.com/PlanningAndManaingPublicRelationsCampaigns

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Editorial Reviews

Senior lecturer in PR and Media Ethics, University of Sunderland - Philip Young
Praise for the previous edition:

"Probably the best how-to guide for students and practitioners alike."

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Product Details

  • ISBN-13: 9780749468736
  • Publisher: Kogan Page, Ltd
  • Publication date: 5/28/2015
  • Series: PR in Practice Series
  • Edition description: Fourth Edition
  • Edition number: 4
  • Pages: 208

Meet the Author

Professor Anne Gregory is the UK's only full-time professor of public relations and a leading international academic. She is Director of the Centre for Public Relations Studies in the Faculty of Business and Law at Leeds Metropolitan University. Before becoming an academic, Anne spent many years in public relations practice and has experience at a senior level both in-house and in consultancy. She remains involved in consultancy work and is adviser at board level to a number of large organizations. Anne is series editor for the PR in Practice books and author of Public Relations in Practice in this series (also published by Kogan Page).

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Table of Contents

About the author

1. Planning and managing: the context

What is the point of planning?; The role of public relations in organizations; The role of the public relations professional within organizations; The position of public relations within organizations; Organizing for action; Who does what in public relations?

2. Public relations in context

Context is vitally important; Stakeholders and publics; Sectoral considerations; Organizational development – business stage; Organizational characteristics; Issues; Public opinion; Timescales; Resources

3. Starting the planning process

Responsibilities of practitioners; Public relations policy; Why planning is important; Basic questions in planning; The 12 stages of planning; Linking programme planning to the bigger picture

4. Research and Analysis

Embedding research in the planning process; The first planning step; Analysing the environment; Issues Management; The organization; What state the stakeholder?; Who should undertake the research?; Research techniques; Investment in research pays – two cases in point

5. Communication theory and setting aims and objectives

Knowing where you’re going; Attitude is all important; The communication chain; How ‘receivers’ use information; Setting realistic aims and objectives; Golden rules of objective setting; Constraints on objectives; Different levels of aims and objectives

6. Knowing the publics and messages

Who shall we talk to and what shall we say?; What is public opinion?; Types of public; Using other segmentation techniques; So what about the media?; The implications for targeting publics; How to prioritise your publics; What shall we say?; Constructing the content; Crafting the messages; How the message should be presented

7. Strategy and tactics

Getting the strategy right; What is strategy?; From strategy to tactics; What tactics should you employ?; Different campaigns need different tactics; Sustaining long-term programmes; Contingency and risk planning

8. Timescales and resources

Timescales; Task planning techniques; Critical path analysis; Longer-term plans; Resources

9. Knowing what you’ve achieved: evaluation and review

Measuring success; The benefits of evaluation; Why practitioners don’t evaluate; Principles of evaluation; Evaluation terminology; Levels of evaluation; A programme evaluation model and some other measures; Media analysis; Reviewing the situation; And finally

Index

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