Title Cases in public relations strategy / editors, Burton St. John III, Diana Knott Martinelli, Robert S. Pritchard, Cylor Spaulding

Published Thousand Oaks, California : SAGE Publications, Inc., [2019] ©2019

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Description 1 online resource Contents Preface: An Introduction to Public Relations Case Studies and Strategy / Burton St. John III and Diana Knott Martinelli -- Chapter 1. Branding -- Chapter 2. Community relations -- Chapter 3. Integrated communication -- Chapter 4. Financial communication -- Chapter 5. Issue advocacy -- Chapter 6. Health communication -- Chapter 7. Crisis communication -- Chapter 8. Further views in public relations strategy -- Appendix: Consulting 101 / Robert S. Pritchard and Cylor Spaulding -- Index Summary Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client-whether big or small, global or local, for-profit or nonprofit-in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field. Give your students the SAGE edge! SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/stjohn Bibliography Includes bibliographical references and index Subject Public relations -- Case studies Public relations -- Study and teaching Public relations Genre/Form Case studies Form Electronic book Author St. John, Burton, 1957- editor. Martinelli, Diana Knott, editor Pritchard, Robert S., editor. Spaulding, Cylor, editor ISBN 9781544339917 1544339917 9781544339948 1544339941 9781544339931 1544339933

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