Strategic Public Relations Management: Planning and Managing Effective Communication Programs

by Austin; Erica Weintraub

• ISBN13: 9780805853810
• ISBN10: 0805853812
• Edition: 2nd
• Format: Nonspecific Binding
• Copyright: 2006-06-16
• Publisher: Lawrence Erlbau

Summary

This second edition of Erica Weintraub Austin and Bruce E. Pinkleton's popular text,Strategic Public Relations Management,helps readers move from a tactical public relations approach to a strategic management style. Building on the first edition, it demonstrates skillful use of research and planning techniques, providing updated research methods that make use of the Internet and programs aiding data entry and analysis. This version also expands its focus to communication program planning more broadly. Chapters in the book cover such critical topics as: *creating a framework for planning; *identifying the elements of a campaign; *determining research needs and developing the research plan; *gathering useful data for strategic guidance; *making research decisions; and *applying theory to professional practice. This book is valuable as a text in public relations management and communication campaigns courses, while also serving as a reference for practitioners. It introduces readers to the tools necessary for developing and presenting comprehensive, effective, and accountable public relations plans, ensuring they are well prepared for managing and executing communication campaigns.

Table of Contents

Preface to the Second Edition	p. xiii
The Need for Strategic Public Relations Management	p. 1
Surviving Amid Fierce Competition	p. 2
Strategic Versus Tactical Decision Making	p. 4
The Often Misunderstood Role of Public Relations	p. 6
Using Research to Enhance the Credibility of Public Relations	p. 7
Organization of the Book	p. 9
Framework for Planning
Where the Strategic Manager Begins: Taking Stock	p. 13
Management by Objectives	p. 14
The Accountable Manager	p. 15
The Mission Statement	p. 17
Mission Versus Vision and Values	p. 19
The Problem Statement	p. 20
The Situation Analysis	p. 26
Sources of Information	p. 27
Final Thoughts	p. 30
Elements of the Campaign Recipe	p. 31
Goals	p. 31
Objectives	p. 33
Strategies	p. 45
Tactics	p. 46
The Strategic Planning Ladder	p. 47
Initiating the Planning Process	p. 49
Final Thoughts	p. 52
Determining Research Needs: Developing the Research Plan	p. 53
The Role of Research	p. 56
The Benefits of Research	p. 57
Specific Research Functions	p. 59
Elements of a Research Plan	p. 62
Determining Research Needs	p. 62
Determining and Understanding Target Publics	p. 64
Determining Program Outcomes	p. 66
Testing Communication Channels	p. 66
Testing the Message	p. 68
Testing the Information Sources	p. 68
Developing a Research Strategy	p. 69
Developing a Realistic Research Proposal	p. 73
Final Thoughts	p. 74
Gathering Useful Data for Strategic Guidance
Research Decisions and Data Collection	p. 77
Applications of Research	p. 79
Before Starting the Research Process	p. 81
Formal and Informal Approaches to Public Relations Research	p. 84
Informal Research Concerns	p. 87
Research Issues to Consider	p. 90
Steps to Research Project Design	p. 93
Final Thoughts	p. 96
Making Research Decisions: Sampling	p. 97
Sampling Basics	p. 98
Generalizing From a Sample to a Population	p. 99
Sampling Methods	p. 101
Nonprobability Sampling Methods	p. 102
Probability Sampling Methods	p. 105
How Big Should a Sample Be?	p. 110
Calculating the Appropriate Sample Size	p. 112
Sample-Size Formula	p. 118
Error Calculations	p. 120
Issues and Assumptions	p. 122
Final Thoughts	p. 123
Making Research Decisions: Informal Research Methods	p. 125
Personal Contacts	p. 126
Professional Contacts, Experts, and Opinion Leaders	p. 127
Advisory Committees or Boards	p. 128
Field Reports	p. 128
Community Forums/Group Meetings	p. 129
Telephone Calls, Mail, and Electronic Mail	p. 129
Library Research	p. 131
Internet Research	p. 133
Clip Files and Media Tracking	p. 134
Real-Time Responses to Media Messages and Survey Questions	p. 139
In-Depth Interviews	p. 140
Panel Studies	p. 142
Q Methodology	p. 143
Final Thoughts	p. 145
Making Research Decisions: The Focus Group	p. 147
Characteristics of the Focus Group	p. 148
Advantages and Disadvantages of Focus Groups	p. 149
Selecting and Recruiting Participants	p. 150
The Focus Group Setting	p. 152
Staffing	p. 153
Characteristics of the Moderator	p. 153
Dealing With Difficult Group Members	p. 155
Protocol Design	p. 155
Message and Idea Testing	p. 157
New Options Made Possible by Technology	p. 160
Running the Group	p. 161
Analyzing the Results	p. 162
Final Thoughts	p. 163
Making Research Decisions: Formal Research Methods	p. 164
A Brief Review of the Characteristics of Formal, Scientific Research	p. 165
Survey Research Overview	p. 167
Experiments	p. 174
Content Analysis	p. 183
Final Thoughts	p. 190
Making Research Decisions: Survey Research	p. 191
Mail Surveys	p. 193
Telephone Surveys	p. 200
Online Electronic Surveys	p. 206
Personal Interviews	p. 209
Final Thoughts	p. 216
Making Research Decisions: Questionnaire Design	p. 217
Understanding Reliability and Validity	p. 218
Levels of Measurement and Why They Matter	p. 222
Types of Questions and the Information Each Type Provides	p. 226
Ensuring Clarity and Avoiding Bias	p. 232
Questionnaire Layout and Design	p. 234
Handling "Don't Know" Responses	p. 239
Design Features That Affect Response Rate	p. 243
Final Thoughts	p. 250
Collecting, Analyzing, and Reporting Quantitative Data	p. 251
Designing Surveys for Easy Data Entry	p. 251
Training Interviewers	p. 256
Call Sheets	p. 257
Timing of Telephone Surveys	p. 258
Response Rates	p. 258
Reporting Univariate Relationships	p. 260
Reporting Relationships Among Variables	p. 263
Final Thoughts	p. 266
Using Theory for Practical Guidance
What Theory Is and Why It Is Useful	p. 271
What Is a Theory?	p. 272
Finding a Good Theory	p. 272
A Theoretical Framework for "Symmetrical" Public Relations	p. 274
A Theoretical Framework for "Asymmetrical" Campaigns	p. 284
Final Thoughts	p. 296
Theories for Creating Effective Message Strategies	p. 297
Mendelsohn's Three Assumptions for Success	p. 298
How People Respond to Messages (McGuire's Hierarchy of Effects or "Domino" Model of Persuasion)	p. 299
Just How Difficult Is It?	p. 305
Problems With a Source-Oriented Perspective	p. 306
Limitations of the Domino Model-Acknowledging People Are Not Always Logical	p. 309
Why People Respond to Messages-Finding the Right Motivating Strategy	p. 311
Other Theories That Explain Special Situations	p. 326
Final Thoughts	p. 327
Practical Applications of Theory for Strategic Planning	p. 328
About Sources	p. 329
About Messages	p. 330
About Channels	p. 332
Which Channels Are Best?	p. 335
Media Advocacy (Guerilla Media)	p. 337
Making Media Advocacy Work	p. 340
Making the Most of Unplanned Opportunities	p. 343
Final Thoughts	p. 345
The Successful Pitch and Follow-Through
Presenting Campaigns, Program Proposals, and Research Reports	p. 349
Introductory Material	p. 350
Executive Summary	p. 352
Situation Analysis and Research Needs	p. 353
Research Goals	p. 354
Research Objectives	p. 354
Research Hypotheses	p. 354
Research Strategies	p. 354
Results (With Minimal Interpretation)	p. 355
Revised Situation Analysis	p. 356
Proposed Communication Plan	p. 356
Conclusion	p. 357
References and Appendixes	p. 357
The Successful Writer's Mind-Set	p. 357
Oral Presentations	p. 360
Final Thoughts	p. 361
Code of Professional Standards for the Practice of Public Relations	p. 362
Code of Professional Ethics and Practices	p. 373
Guidelines and Standards for Measuring and Evaluating PR Effectiveness	p. 377
References	p. 389
Author Index	p. 401
Subject Index	p. 404
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