Strategic Public Relations An Audience-Centered Approach

ISBN-10: 053463706X
ISBN-13: 9780534637064
Edition: 2012
List price: $77.99 Buy it from $35.91 Rent it from $21.08
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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 that the practice of effective public relations today requires strategic thinking  More...

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Book details

List price: $77.99
Copyright year: 2012
Publisher: Cengage Learning
Publication date: 5/15/2011
Binding: Paperback
Pages: 528
Size: 8.00" wide x 10.00" long x 0.75" tall
Weight: 2.310
Language: English

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 that the practice of 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 APPROACH 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.

Barbara Diggs-Brown is a communication strategist with more than 25 years of communication experience, specializing in strategic planning, social marketing strategies, qualitative research, integrated communication, and media relations. She is a prominent national researcher on the development of effective social marketing and communication campaigns as tools to address social change issues, including education, race, and health. As senior social marketing counsel and strategist, Diggs-Brown has designed, conducted, and reported qualitative research for a number of government, foundation, and nonprofit clients. As a communication counsel, she advises communication directors of large and small organizations on planning, qualitative research, audience segmentation, message development, and management. Diggs-Brown is President and CEO of The Center for Strategic Research and Communication, a 501(c)(3) organization. She frequently lectures and writes on race in the media and is coauthor of a critically acclaimed analysis of race relations in the United States, BY THE COLOR OF OUR SKIN: THE ILLUSION OF INTEGRATION AND THE REALITY OF RACE, published by Dutton. She is the author of STRATEGIC PUBLIC RELATIONS: AN AUDIENCE-FOCUSED APPROACH, recently published by Cengage Learning. Her public affairs career in Washington has included Director of Public Affairs, Director of Government and Nonprofit Liaison, and Press Secretary for a presidential campaign. She is Associate Professor Emerita and the founding Executive Director of the American University School of Communication Institute for Strategic Communication for Nonprofits.

Getting Oriented
What Is Public Relations?
Who Are Public Relations Practitioners?
Historical Perspective
Strategy in Public Relations
Foundations of Public Relations
Communicating with Audiences
Researching Effectively
Adhering to Ethical Practices and Meeting Professional Standards
Staying within Legal Bounds
Understanding and Applying Theories of Public Relations
The Process of Strategic Public Relations
Problem Discovery and Analysis
Program Planning
Campaign Implementation
Program Evaluation and Campaign Follow-Up
Guide to Public Relations Tactics
Written Tactics
Spoken Tactics
Visual and Interactive Tactics
Public Relations Practice in Context
Corporate Sector
Nonprofit Sector
Politics and Government
International Public Relations

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