Strategic Public Relations Management Planning and Managing Effective Communication Programs

ISBN-10: 0805853812
ISBN-13: 9780805853810
Edition: 2nd 2000 (Revised)
List price: $74.95
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Description: 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  More...

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Book details

List price: $74.95
Edition: 2nd
Copyright year: 2000
Publisher: Routledge
Publication date: 6/16/2006
Binding: Paperback
Pages: 428
Size: 6.00" wide x 8.75" long x 1.00" tall
Weight: 1.496
Language: English

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. nbsp; 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. nbsp; 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.

Preface to the Second Edition
The Need for Strategic Public Relations Management
Surviving Amid Fierce Competition
Strategic Versus Tactical Decision Making
The Often Misunderstood Role of Public Relations
Using Research to Enhance the Credibility of Public Relations
Organization of the Book
Framework for Planning
Where the Strategic Manager Begins: Taking Stock
Management by Objectives
The Accountable Manager
The Mission Statement
Mission Versus Vision and Values
The Problem Statement
The Situation Analysis
Sources of Information
Final Thoughts
Elements of the Campaign Recipe
Goals
Objectives
Strategies
Tactics
The Strategic Planning Ladder
Initiating the Planning Process
Final Thoughts
Determining Research Needs: Developing the Research Plan
The Role of Research
The Benefits of Research
Specific Research Functions
Elements of a Research Plan
Determining Research Needs
Determining and Understanding Target Publics
Determining Program Outcomes
Testing Communication Channels
Testing the Message
Testing the Information Sources
Developing a Research Strategy
Developing a Realistic Research Proposal
Final Thoughts
Gathering Useful Data for Strategic Guidance
Research Decisions and Data Collection
Applications of Research
Before Starting the Research Process
Formal and Informal Approaches to Public Relations Research
Informal Research Concerns
Research Issues to Consider
Steps to Research Project Design
Final Thoughts
Making Research Decisions: Sampling
Sampling Basics
Generalizing From a Sample to a Population
Sampling Methods
Nonprobability Sampling Methods
Probability Sampling Methods
How Big Should a Sample Be?
Calculating the Appropriate Sample Size
Sample-Size Formula
Error Calculations
Issues and Assumptions
Final Thoughts
Making Research Decisions: Informal Research Methods
Personal Contacts
Professional Contacts, Experts, and Opinion Leaders
Advisory Committees or Boards
Field Reports
Community Forums/Group Meetings
Telephone Calls, Mail, and Electronic Mail
Library Research
Internet Research
Clip Files and Media Tracking
Real-Time Responses to Media Messages and Survey Questions
In-Depth Interviews
Panel Studies
Q Methodology
Final Thoughts
Making Research Decisions: The Focus Group
Characteristics of the Focus Group
Advantages and Disadvantages of Focus Groups
Selecting and Recruiting Participants
The Focus Group Setting
Staffing
Characteristics of the Moderator
Dealing With Difficult Group Members
Protocol Design
Message and Idea Testing
New Options Made Possible by Technology
Running the Group
Analyzing the Results
Final Thoughts
Making Research Decisions: Formal Research Methods
A Brief Review of the Characteristics of Formal, Scientific Research
Survey Research Overview
Experiments
Content Analysis
Final Thoughts
Making Research Decisions: Survey Research
Mail Surveys
Telephone Surveys
Online Electronic Surveys
Personal Interviews
Final Thoughts
Making Research Decisions: Questionnaire Design
Understanding Reliability and Validity
Levels of Measurement and Why They Matter
Types of Questions and the Information Each Type Provides
Ensuring Clarity and Avoiding Bias
Questionnaire Layout and Design
Handling "Don't Know" Responses
Design Features That Affect Response Rate
Final Thoughts
Collecting, Analyzing, and Reporting Quantitative Data
Designing Surveys for Easy Data Entry
Training Interviewers
Call Sheets
Timing of Telephone Surveys
Response Rates
Reporting Univariate Relationships
Reporting Relationships Among Variables
Final Thoughts
Using Theory for Practical Guidance
What Theory Is and Why It Is Useful
What Is a Theory?
Finding a Good Theory
A Theoretical Framework for "Symmetrical" Public Relations
A Theoretical Framework for "Asymmetrical" Campaigns
Final Thoughts
Theories for Creating Effective Message Strategies
Mendelsohn's Three Assumptions for Success
How People Respond to Messages (McGuire's Hierarchy of Effects or "Domino" Model of Persuasion)
Just How Difficult Is It?
Problems With a Source-Oriented Perspective
Limitations of the Domino Model-Acknowledging People Are Not Always Logical
Why People Respond to Messages-Finding the Right Motivating Strategy
Other Theories That Explain Special Situations
Final Thoughts
Practical Applications of Theory for Strategic Planning
About Sources
About Messages
About Channels
Which Channels Are Best?
Media Advocacy (Guerilla Media)
Making Media Advocacy Work
Making the Most of Unplanned Opportunities
Final Thoughts
The Successful Pitch and Follow-Through
Presenting Campaigns, Program Proposals, and Research Reports
Introductory Material
Executive Summary
Situation Analysis and Research Needs
Research Goals
Research Objectives
Research Hypotheses
Research Strategies
Results (With Minimal Interpretation)
Revised Situation Analysis
Proposed Communication Plan
Conclusion
References and Appendixes
The Successful Writer's Mind-Set
Oral Presentations
Final Thoughts
Code of Professional Standards for the Practice of Public Relations
Code of Professional Ethics and Practices
Guidelines and Standards for Measuring and Evaluating PR Effectiveness
References
Author Index
Subject Index

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