Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns

by Erica Weintraub Austin, Bruce Pinkleton

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 In addition to these new features, the book The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout.

398 pages, Hardcover

First published August 1, 2000