This book lays out the steps involved in planning and executing a successful PR campaign. A strategic approach and plenty of practical insights give students a real edge when it comes to executing an effective campaign.
This book lays out the steps involved in planning and executing a successful PR campaign. A strategic approach and plenty of practical insights give students a real edge when it comes to executing an effective campaign.
Edward T. Vieira, Jr. is Professor of Marketing and Statistics in the School of Business at Simmons University, USA.
Inhaltsangabe
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 the Public Relations Issue 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 Part VII: Cultural Factors 15. Culture, Diversity, and Inclusion 16.Global Public Relations 17. Women in Strategic Communications Appendix A Glossary 408 Appendix B Plansbook Checklist 439 Appendix C Case Studies
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 the Public Relations Issue 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 Part VII: Cultural Factors 15. Culture, Diversity, and Inclusion 16.Global Public Relations 17. Women in Strategic Communications Appendix A Glossary 408 Appendix B Plansbook Checklist 439 Appendix C Case Studies
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