Ulteriori informazioni
Public Relations Planning provides students with an in-depth understanding of the steps involved in planning and executing a successful PR campaign. Taking a strategic approach to the subject, the authors bring years of practical experience to the project, helping students see how theoretical elements fit together in reality.
Sommario
Part I: Introduction, 1. Introduction to Public Relations, 2. Professional Associations and Public Relations Code of Ethics, 3. Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders, 4. Public Relations Research; Part II: Situational Analysis, 5. Situational Analysis: Defining and Understanding Public Relations Issues, 6. Situational Analysis: Defining Stakeholders; Part III: Goals, Objectives, and Strategy, 7. Strategy: Conceptualization, Goals, Objectives, and Central Message, 8. Strategy: More on Public Relations Central Messaging; Part IV: Planning: Key Stakeholder Tactics and Action Plans 9. Public Relations Tactics’ Toolbox, 10. Social Media Tactics, 11. Internal Messaging; Part V: Budgeting and Evaluation 12. Budgeting and Scheduling for a Public Relations Campaign, 13. Public Relations Campaign Evaluation; Part VI: Putting It All Together, 14. Putting It All Together – The Public Relation Campaign Planbook; Part VII: Cultural Factors 15. Culture, Diversity, and Inclusion, 16. Global Public Relations
Info autore
Edward T. Vieira, Jr. is Professor of Marketing and Statistics in the School of Management at Simmons University, U.S.A.
Yulong Li is Associate Professor of Operations Management in the School of Management at Simmons University, U.S.A.
Riassunto
Public Relations Planning provides students with an in-depth understanding of the steps involved in planning and executing a successful PR campaign. Taking a strategic approach to the subject, the authors bring years of practical experience to the project, helping students see how theoretical elements fit together in reality.
