| Description |
xvii, 284 pages : illustrations, portraits ; 24 cm |
| Contents |
Part I. Background -- 1. Public relations and persuasion -- 2. Applying theory to public relations campaigns -- Part II. The public relations process -- 3. An overview of the public relations campaign -- 4. Planning : background research -- 5. Planning : primary research -- 6. Planning : goals and objectives, messages and themes, channels and strategies -- 7. Implementation : media channels -- 8. Implementation : nonmedia channels -- 9. Implementation : logistics -- 10. Evaluation -- Part III. Professional responsibility -- 11. Legal considerations -- 12. Ethical considerations -- 13. International, multicultural, and gender issues -- Appendix A. Sources and suggested further readings -- Appendix B. Internet resources for public relations -- Appendix C. Sample media materials -- Index |
| Summary |
"This text is designed for courses that use a team project approach rather than a traditional lecture/note-taking model. It introduces a three-step process - the PIE chart - that more accurately describes the campaign development process used in the real world than the traditional RACE formula. Its practical approach, with exercises and case studies in every chapter, will guide students through the development of their own public relations campaigns." -- back cover |
| Bibliography |
Includes bibliographical references (pages 249-263) and index |
| Subject |
Public relations.
|
| Author |
Sullivan, Ruth, 1955-
|
| LC no. |
2004045246 |
| ISBN |
0205359248 paperback |
|
9780205359240 paperback |
|
