Cengage Advantage Books: Strategic Public Relations An Audience-Focused Approach

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 8/12/2011
  • Publisher: Wadsworth Publishing

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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.

Table of Contents

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 Legal Bounds
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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