| Description |
1 online resource (557 pages) |
| Contents |
Public Relations Planning- Front Cover; Half Title; Title Page; Copyright Page; Dedication; Contents; Preface; Case Studies; Chapter Summaries; Final Thought; Acknowledgments; PART I: Introduction; Chapter 1: Introduction to Public Relations; Learning Objectives; Introduction; Functions of Public Relations; Types of Public Relations; Public Relations and Integrated (Marketing) Communication; Public Relations Roles; Think about This . . .; Models of Public Relations; Owned, Paid, Shared, and Earned Media; Social Media as Two-Way Communication for Public Relations |
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The Process of Public RelationsSummary of Key Concepts; Key Terms; Chapter Questions; Note; References; Chapter 2: Professional Associations and Public Relations Code of Ethics; Learning Objectives; Introduction; Public Relations Associations; Think about This . . .; Public Relations Ethics; Summary of Key Concepts; Key Terms; Chapter Questions; References; Chapter 3: Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders; Learning Objectives; Introduction; What Drives People?; The Nature of Information Processing |
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Understanding: The Challenge of ListeningThe Overall Process of Decision-Making; More on Attitudes, Decision-Making, and Behaviors; Think about This . . .; Opinion Leaders and Diffusion of Innovations; Putting It All Together; Summary of Key Concepts; Key Terms; Chapter Questions; References; Chapter 4: Public Relations Research; Learning Objectives; Introduction; Uses of Research in Public Relations; Basic Types of Research Design; Think about This . . .; Research Goal and Questions; Sampling Issues; The Focus Group and the Internal Communication Audit; Summary of Key Concepts; Key Terms |
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Chapter QuestionsReferences; PART II: Situational Analysis; Chapter 5: Situational Analysis: Defining and Understanding the Public Relations Issue; Learning Objectives; Introduction; Reactive and Proactive Issue Recognition; Think about This . . .; Environmental Scanning; Issue Identification Steps; Reporting Issues; Issue Definition Example; An Example of Environmental Scanning: The Scan by SBI; Some Final Thoughts; Summary of Key Concepts; Key Terms; Chapter Questions; Note; References; Chapter 6: Situational Analysis: Defining Stakeholders; Learning Objectives; Introduction |
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Public Relations Target Groups: Who Are They?Think about This . . .; Defining Stakeholders by Shared Characteristics; Defining Public Relations Groups by Relationship to the Organization, Issue, and Shared Characteristics; Prioritizing Stakeholders/Publics; Examples of Publics' Profiles; Stakeholders by Organization Type; Summary of Key Concepts; Key Terms; Chapter Questions; Note; References; PART III: Goals, Objectives, and Strategy; Chapter 7: Strategy: Conceptualization, Goals, Objectives, and Central Message; Learning Objectives; Introduction; Strategy Development; Think about This .. |
| Summary |
Public Relations Planning provides students with an in-depth understanding of the steps involved in planning and executing a successful PR campaign. Taking a strategic approach to the subject, the author brings years of practical experience to the project, helping students see how it all fits together in reality. The book goes beyond an introductory discussion of the theory of PR planning, incorporating material from cutting-edge research in the field. A discussion of the psychological aspects of communication, material on in-house/employee communication, as well as a chapter dedicated to discussing how social media strategies fit into a PR campaign, give students a real edge when it comes to executing an effective campaign. Plenty of global examples and a companion website featuring PowerPoint slides, a test bank, and answer key for end-of-chapter questions round out this excellent resource for students of public relations and corporate communication |
| Notes |
Central Message Strategy |
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Print version record |
| Subject |
Public relations.
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Public relations -- Planning
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Public Relations
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public relations.
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BUSINESS & ECONOMICS -- Business Communication -- General.
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BUSINESS & ECONOMICS -- General.
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Public relations
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Public relations -- Planning
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| Form |
Electronic book
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| ISBN |
9781351590402 |
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1351590405 |
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9781351590396 |
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1351590391 |
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9781351590389 |
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1351590383 |
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9781315101880 |
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1315101882 |
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1138105163 |
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9781138105164 |
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