Strategic Public Relations Management : Planning and Managing Effective Communication Programs

by Austin, Erica Weintraub; Pinkleton, Bruce E.

• ISBN13: 9780805831603
• ISBN10: 0805831606
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: LEA, Inc.

Summary

This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Combining the key components of effective management and campaign design, the authors introduce students and practitioners to the tools needed for developing and presenting comprehensive, effective, and accountable plans. Employing clear, straightforward language, they cover techniques for planning and research, as well as the effective application of communication theory. Key features of the volume include the synthesis of knowledge in public relations and communication, covering the critical areas needed for a strategic approach to public relations, and ample real-world examples, providing concrete applications of principles and theories. With its practical and accessible approach, Strategic Public Relations Management will serve well as a text for public relations management and communication campaigns courses, and is essential as a reference for professional practice.

Table of Contents

Preface	xiii
The Need for Strategic Public Relations Management	1	(10)
Surviving Amid Fierce Competition	1	(2)
Strategic Versus Tactical Decision Making	3	(1)
The Often Misunderstood Role of Public Relations	4	(2)
Using Research to Enhance the Credibility of Public Relations	6	(1)
Organization of the Book	7	(4)
I. A FRAMEWORK FOR PLANNING
Where the Strategic Manager Begins: Taking Stock	11	(16)
Management by Objectives	12	(1)
The Accountable Manager	13	(2)
The Mission Statement	15	(2)
The Problem Statement	17	(5)
The Situation Analysis	22	(1)
Sources of Information	23	(3)
Final Thoughts	26	(1)
Elements of the Campaign Recipe	27	(18)
Goals	27	(3)
Objectives	30	(6)
Strategies	36	(2)
Tactics	38	(1)
The Strategic Planning Ladder	38	(2)
Initiating the Planning Process	40	(3)
Final Thoughts	43	(2)
Determining Research Needs: Developing the Research Plan	45	(26)
The Role of Research	45	(1)
The Benefits of Research	46	(3)
Specific Research Functions	49	(1)
Elements of a Research Plan	49	(2)
Determining Research Needs	51	(1)
Determining and Understanding Target Publics	52	(2)
Determining Program Outcomes	54	(1)
Testing Communication Channels	54	(4)
Testing Messages	58	(1)
Testing Information Sources	59	(1)
Developing Research Strategies	59	(4)
Developing Realistic Research Proposals	63	(1)
Final Thoughts	64	(7)
II. GATHERING USEFUL DATA FOR STRATEGIC GUIDANCE
Research Decisions and Data Collection	71	(20)
Applications of Research	73	(2)
Before Starting the Research Process	75	(3)
Approaches to Public Relations Research	78	(3)
Informal Research Concerns	81	(3)
Research Issues to Consider	84	(3)
Steps to Research Project Design	87	(3)
Final Thoughts	90	(1)
Making Research Decisions: Informal Research Methods	91	(22)
Personal Contacts	93	(1)
Professional Contacts, Experts, and Opinion Leaders	93	(1)
Advisory Committees or Boards	94	(1)
Field Reports	95	(1)
Community Forums/Group Meetings	96	(1)
Telephone Calls, Mail, and Electronic Mail	96	(2)
Library and Internet Research	98	(4)
Clip Files and Media Tracking	102	(5)
In-Depth Interviews	107	(3)
Q Methodology	110	(2)
Final Thoughts	112	(1)
Making Research Decisions: The Focus Group	113	(17)
Characteristics of Focus Groups	114	(1)
Advantages and Disadvantages of Focus Groups	115	(2)
Selecting and Recruiting Participants	117	(2)
Focus Group Settings	119	(1)
Staffing	120	(1)
Characteristics of the Moderator	120	(1)
Dealing With Difficult Group Members	121	(1)
Protocol Design	122	(2)
Message and Idea Testing	124	(3)
Running the Group	127	(1)
Analyzing Results	128	(1)
Final Thoughts	129	(1)
Making Research Decisions: Formal Research Methods	130	(30)
Characteristics of Formal, Scientific Research Methods	131	(4)
Survey Research Overview	135	(8)
Experiments	143	(10)
Content Analysis	153	(6)
Final Thoughts	159	(1)
Making Research Decisions: Survey Research	160	(24)
Mail Surveys	163	(6)
Telephone Surveys	169	(7)
Personal Interviews	176	(7)
Final Thoughts	183	(1)
Making Research Decisions: Sampling	184	(29)
Sampling Basics	185	(1)
Generalizing From a Sample to a Population	186	(2)
Sampling Methods	188	(1)
Nonprobability Sampling Methods	189	(3)
Probability Sampling Methods	192	(6)
How Big Should a Sample Be?	198	(2)
Calculating the Appropriate Sample Size	200	(6)
Sample Size Calculations	206	(2)
Error Calculations	208	(2)
Issues and Assumptions	210	(2)
Final Thoughts	212	(1)
Making Research Decisions: Questionnaire Design	213	(33)
Understanding Reliability and Validity	214	(5)
Levels of Measurement and Why They Matter	219	(3)
Types of Questions and the Information Each Provides	222	(6)
Ensuring Clarity and Avoiding Bias	228	(3)
Questionnaire Layout and Design	231	(4)
Handling ``Don't Know'' Responses	235	(2)
Design Features That Affect Response Rate	237	(6)
Final Thoughts	243	(3)
Collecting, Analyzing, and Reporting Quantitative Data	246	(21)
Designing Surveys for Easy Data Entry	246	(7)
Training Interviewers	253	(1)
Call Sheets	254	(2)
Timing of Telephone Surveys	256	(1)
Reporting Response Rates	256	(3)
Reporting Univariate Relationships	259	(1)
Reporting Relationships Among Variables	260	(2)
Final Thoughts	262	(5)
III. USING THEORY FOR PRACTICAL GUIDANCE
What Theory Is and Why It Is Useful	267	(23)
What Is a Theory?	268	(1)
Finding a Good Theory	268	(2)
A Theoretical Framework for ``Symmetrical'' Public Relations	270	(10)
A Theoretical Framework for ``Asymmetrical'' Campaigns	280	(9)
Final Thoughts	289	(1)
Theories for Creating Effective Message Strategies	290	(28)
Mendelsohn's Three Assumptions for Success	290	(2)
How People Respond to Messages (McGuire's Hierarchy of Effects or ``Domino'' Model)	292	(11)
Why People Respond To Messages--Finding the Right Motivating Strategy	303	(13)
Other Theories That Explain Special Situations	316	(1)
Final Thoughts	317	(1)
Practical Applications of Theory for Strategic Planning	318	(21)
About Sources	318	(2)
About Messages	320	(2)
About Channels	322	(3)
Which Channels Are Best	325	(2)
Media Advocacy (Guerilla Media)	327	(2)
Making Media Advocacy Work	329	(5)
Final Thoughts	334	(5)
IV. THE SUCCESSFUL PITCH AND FOLLOW-THROUGH
The Campaign Plan	339	(40)
Introductory Material	342	(1)
Executive Summary	343	(1)
Situation Analysis and Research Needs	344	(1)
Research Goals	344	(1)
Research Objectives	345	(1)
Research Hypotheses	345	(1)
Research Strategies	345	(1)
Results (With Minimal Interpretation)	346	(1)
Revised Situation Analysis	347	(1)
Proposed Public Relations Plan	347	(1)
Conclusion	347	(1)
References and Appendixes	348	(1)
The Successful Writer's Mind Set	348	(2)
Oral Presentations	350	(2)
Final Thoughts	352	(2)
Appendixes
Code of Professional Standards for the Practice of Public Relations	354	(9)
AAPOR Code of Professional Ethics and Practices	363	(3)
Guidelines and Standards for Measuring and Evaluating PR Effectiveness	366	(13)
References	379	(8)
Author Index	387	(4)
Subject Index	391