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

by Diggs-Brown, Barbara

• ISBN13: 9780534637064
• ISBN10: 053463706X
• Edition: 1st
• Format: Paperback
• Copyright: 2011-08-12
• Publisher: Cengage Learning

Summary

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

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