Cengage Advantage Books: Strategic Public Relations: An Audience-Focused Approach
With nearly thirty years of experience as both a public relations teacher and practitioner, Barbara Diggs-Brown has written a text based on her unwavering belief that to practice effective public relations today requires strategic thinking and audience focus, which can only be accomplished by listening and hearing audiences through formative, process, and evaluative research. In addition to highlighting audience-focused principles and techniques of audience research and recurring assessment, STRATEGIC PUBLIC RELATIONS: AN AUDIENCE-FOCUSED APPROACH is based on the premise that public relations is a management function, one coordinated with an organization's other management divisions. Intended for undergraduate courses in PR, serving both majors in the field and nonmajors, this text provides a comprehensive survey of PR's foundations, processes, tactics, and contexts.
Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Other editions - View all
2011 Cengage Learning activities advertising agencies American behavior campaign or program Chapter client company’s conduct consumers copied Copyright 2011 Cengage corporate coverage create creative crisis cultures discussed Due to electronic duplicated eBook and/or eChapter(s effective electronic rights employees environmental scan ethical evaluation executives focus groups global goals Hill & Knowlton implementation important interest internal Internet interviews issue journalists key audiences marketing mass media materials media relations newsletters nonprofit organization organization’s participants percent political PR practitioners practice problem professional public relations practitioners qualitative research questions radio release responsibility Rights Reserved role sampling scanned social specific speech spokesperson story strategic communication strategic public relations strategy success suppressed survey tactics target audience television third party content tion understand video news release whole