Cengage Advantage Books: Strategic Public Relations An Audience-Focused Approach
ISBN: 9780534637064 | 053463706X
Edition: 1stFormat: Paperback
Publisher: Cengage Learning
Pub. Date: 8/12/2011
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With nearly thirty years of experience as both a public relations teacher and practitioner, Barbara Diggs-Brown has written a text based on her unwavering belief that that the practice of effective public relations today requires strategic thinking and audience focus, which can only be accomplished by listening and hearing audiences through formative, process, and evaluative research. In addition to highlighting audience-focused principles and techniques of audience research and recurring assessment, STRATEGIC PUBLIC RELATIONS: AN AUDIENCE-FOCUSED APPROACH is based on the premise that public relations is a management function, one coordinated with an organization's other management divisions. Intended for undergraduate courses in PR, serving both majors in the field and nonmajors, this text provides a comprehensive survey of PR's foundations, processes, tactics, and contexts.
| Getting Oriented | |
| What Is Public Relations? | |
| Who Are Public Relations Practitioners? | |
| Historical Perspective | |
| Strategy in Public Relations | |
| Foundations of Public Relations | |
| Communicating with Audiences | |
| Researching Effectively | |
| Adhering to Ethical Practices and Meeting Professional Standards | |
| Staying within L... MORE | |
| Understanding and Applying Theories of Public Relations | |
| The Process of Strategic Public Relations | |
| Problem Discovery and Analysis | |
| Program Planning | |
| Campaign Implementation | |
| Program Evaluation and Campaign Follow-Up | |
| Guide to Public Relations Tactics | |
| Written Tactics | |
| Spoken Tactics | |
| Visual and Interactive Tactics | |
| Public Relations Practice in Context | |
| Corporate Sector | |
| Nonprofit Sector | |
| Politics and Government | |
| International Public Relations | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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