ABOUT THE BOOK

This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Combining the key components of effective management and campaign design, authors Erica Weintraub Austin and Bruce E. Pinkleton introduce students and practitioners to the tools needed for developing and presenting comprehensive, effective, and accountable plans. Employing clear, straightforward and language, they cover techniques for planning and research as well as the effective application of communication theory. Key features of the volume include the synthesis of knowledge in public relations and communication, covering the critical areas needed for a strategic approach to public relations, and ample real-world examples, providing concrete applications of principles and theories. The four sections of the book cover the strategic planning process, research methods, key principles from communication and persuasion theories, and presentation techniques. Additional resources for public relations practice are included in the appendices. With its practical and accessible approach, Strategic Public Relations Management will serve well as a text for public relations management and communication campaigns courses, and is essential as reference for professional practice.