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Strategic Public Relations Management: Planning and Managing Effective Communication Programs: 10 Paperback – 13 February 2015

4.4 out of 5 stars 9 ratings
Edition: 2nd
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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.
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  1. ISBN-10
    0805853812
  2. ISBN-13
    978-0805853810
  3. Edition
    2nd
  4. Publisher
    Routledge
  5. Publication date
    13 February 2015
  6. Part of series
    Routledge Communication
  7. Language
    English
  8. Dimensions
    15.24 x 2.54 x 22.23 cm
  9. Print length
    430 pages
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Product details

  • Publisher ‏ : ‎ Routledge
  • Publication date ‏ : ‎ 13 February 2015
  • Edition ‏ : ‎ 2nd
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 430 pages
  • ISBN-10 ‏ : ‎ 0805853812
  • ISBN-13 ‏ : ‎ 978-0805853810
  • Item weight ‏ : ‎ 581 g
  • Dimensions ‏ : ‎ 15.24 x 2.54 x 22.23 cm
  • Part of series ‏ : ‎ Routledge Communication
  • Lexile measure ‏ : ‎ 1360L
  • Customer Reviews:
    4.4 out of 5 stars 9 ratings

About the author

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Erica Weintraub Austin

Erica Weintraub Austin

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4.4 out of 5 stars
9 global ratings

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  • Saber Bukhari
    1.0 out of 5 stars Do not think
    Reviewed in Canada on 3 July 2013
    Format: PaperbackVerified Purchase
    I thought this book will have what I am looking for about the PR but I did not. It is a bad one.
    Report
  • Sara Arnett
    5.0 out of 5 stars great
    Reviewed in the United States on 29 January 2013
    Format: PaperbackVerified Purchase
    Very fast shipment, great product. Book was in good shape, very minimal highlighting and marks in the book. Overall happy with my purchase.
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  • Elin
    5.0 out of 5 stars Nice
    Reviewed in the United States on 5 August 2012
    Format: PaperbackVerified Purchase
    I like this book! I got it for my class. It's a useful book for PR person. Good service and book!
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  • Rachel Ravellette
    4.0 out of 5 stars Practical for Students and Practitioners
    Reviewed in the United States on 4 February 2015
    Format: PaperbackVerified Purchase
    I teach an upper-level PR class at a major public university with a highly-respected COM department. The class is structured so that small student groups each get a local nonprofit client for the semester. The students work with the clients to structure PR campaigns to help address PR problems for the clients. I've used this book twice for the class and find that it's extremely useful in helping the students to avoid just "doing good PR things." The way the book is structured helps them to think about strategic, goal and objective-driven decision-making to maximize their limited budgets and time with their clients. Many of my students have told me that they find the book helpful and intend to keep in instead of selling it back, which is always a mark of high esteem in a student's mind!

    Additionally, I refer back to this book in my own professional work at the start of new projects and campaigns. When you practice PR, it's tempting and easy to jump right in, trust your gut, and do good PR things, but taking the time to remind yourself to make strategic, purposeful moves is essential to success and eliminating wasted time, money, and effort.

    This book gets four stars instead of five from me because so much of the information, especially regarding web-based client research, is painfully outdated. I see that a new edition will be available later this spring and I intend to buy it right away to see if it addresses my concerns, which I anticipate it will. I plan to continue to use this book (although likely in the next edition) with my classes in the future.
    Report