Strategic Public Relations : Audience-Focused Approach

Diggs-Brown, Barbara

Wadsworth Pub Co（2011/08発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 498 p.
• 言語 ENG
• 商品コード 9780534637064
• DDC分類 659.2

Full Description

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 to practice 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 Practice" 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.

Contents

Part 1Relations Practitioners? 3. Historical Perspective. 4. Strategy in Public Audiences. 6. Researching Effectively. 7. Adhering to Ethical Practices and Meeting Professional Standards. 8. Staying within Legal Bounds. 9 Understanding and Applying Theories of Public Relations. Part 3: THE PROCESS OF STRATEGIC PUBLIC RELATIONS. 10. Problem Discovery and Analysis. 11. Program Planning. 12. Campaign Implementation. 13. Program Evaluation and Tactics. 15. Spoken Tactics. 16. Visual and Interactive Tactics. Part 5: Sector. 19. Politics and Government. 20. International Public Relations.