Cases in public relations strategy / editors, Burton St. John III, Diana Knott Martinelli, Robert S. Pritchard, Cylor Spaulding
- Published
- Thousand Oaks, California : SAGE Publications, Inc., [2019]
- Copyright Date
- ©2019
- Physical Description
- xxiii, 189 pages : illustrations ; 24 cm
- Additional Creators
- St. John, Burton, 1957-, Martinelli, Diana Knott, Pritchard, Robert S., and Spaulding, Cylor
- Contents
- Preface: An Introduction to Public Relations Case Studies and Strategy / Burton St. John III and Diana Knott Martinelli -- Chapter 1. Branding -- Chapter 2. Community relations -- Chapter 3. Integrated communication -- Chapter 4. Financial communication -- Chapter 5. Issue advocacy -- Chapter 6. Health communication -- Chapter 7. Crisis communication -- Chapter 8. Further views in public relations strategy -- Appendix: Consulting 101 / Robert S. Pritchard and Cylor Spaulding -- Index.
- Summary
- Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client--whether big or small, global or local, for-profit or nonprofit--in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field--back cover.
- Subject(s)
- Genre(s)
- ISBN
- 9781506349152 (paperback ; acid-free paper)
1506349153 (paperback ; acid-free paper) - Bibliography Note
- Includes bibliographical references and index.
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