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Strategic Public Relations Management: Planning and Managing Effective Communication Programs (LEA's Communication Series) (Lea's Communication)

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Authors: Erica Weintraub Austin, Bruce E. Pinkleton
Publisher: Lawrence Erlbaum Associates
Category: Book

List Price: ~~$44.95~~
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Sales Rank: 692172

Media: Paperback
Edition: 2
Pages: 424
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 8.8 x 5.9 x 0.9

ISBN: 0805853812
Dewey Decimal Number: 659.2
EAN: 9780805853810
ASIN: 0805853812

Publication Date: June 16, 2006
Availability: Usually ships in 1-2 business days
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Also Available In:

•	Hardcover - Strategic Public Relations Management: Planning and Managing Effective Communication Programs (LEA's Communication Series) (Lea's Communication)

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Editorial Reviews:

Product 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 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. 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. 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.

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