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List of contents
1.Public Relations in the Twenty-First Century: Bridging Yesterday and Tomorrow.
2.Public Relations and Technology: Choices and Challenges.
3.Ethical and Legal Concerns: Doing What's Right.
4.Campaign Components: Links in the Communication Chain.
5.Research and Theories: Navigating the Journey.
6.Strategic Planning: Beginning with a Road Map and Compass.
7.Setting Objectives and Creating the Plan: Getting from Here to There…on Time.
8.Internal vs. External Executions: Bringing the Bull's-Eye into Focus.
9.The Product Campaign: Helping Make the Cash Register Ring.
10.The Issues Campaign: Managing Molehills before They Become Mountains.
11.The Information Campaign: Does Smokey the Bear Practice Safe Sex?
12.The Special Event Campaign: If You Plan It, They Usually Come.
13.The Crisis Campaign: Have You Practiced Your Fire Drill Lately.
14.International and Intercultural Realities: Living in a Global Village.
15.Campaign Analysis and Measurement: Has Anyone Seen My Yardstick?
References.
Index.
Summary
A new entry in this market, Public Relations Campaigns and Techniques projects the role of PR into the 21st Century with a focus on the use of technology, current trends, and the globalization of the PR function. This text blends theoretical and practical PR approaches into the development of a wide array of campaigns - issue, product, information, crisis, and special events (devoting a full chapter to each). This balanced discussion of theory and practical applications helps students to understand the whys and hows of successful PR campaigns.
With this book, students will learn to understand the similarities and differences among specific types of campaigns and the practical points to consider when conducting research, planning, communicating, and evaluating.
Whether the reader is a student unfamiliar with the process of public relations or a professional, this text provides the guidelines needed for a meaningful and productive campaign process.
