Strategic Public Relations Management (eBook, PDF)

Planning and Managing Effective Communication Campaigns

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Strategic Public Relations Management features an applied approach to evidence-based, strategic public relations management. It emphasizes understanding audiences through research and demonstrates success through quantitative evaluation methods. The volume presents a scientific approach that helps future and current practitioners understand and communicate the value of public relations to others, using performance metrics to demonstrate return on investment.New to the third edition: New examples on the effective use of digital communication and online research tools; Updated guidance on resear...

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