Cengage Advantage Books: Strategic Public Relations An Audience-Focused Approach
by Diggs-Brown, BarbaraEdition: 1st
Format: Paperback
Pub. Date: 2011-08-12
Publisher(s): Cengage Learning
List Price: $160.49
Buy New
Usually ships in 2 to 3 business days.
$152.85
Buy Used
Usually Ships in 24-48 Hours
$112.50
Rent Textbook
Select for Price
eTextbook
We're Sorry
Not Available
How Marketplace Works:
- This item is offered by an independent seller and not shipped from our warehouse
- Item details like edition and cover design may differ from our description; see seller's comments before ordering.
- Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
- Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
- Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.
Summary
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 that the practice of 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.
Table of Contents
| Getting Oriented | |
| What Is Public Relations? | |
| Who Are Public Relations Practitioners? | |
| Historical Perspective | |
| Strategy in Public Relations | |
| Foundations of Public Relations | |
| Communicating with Audiences | |
| Researching Effectively | |
| Adhering to Ethical Practices and Meeting Professional Standards | |
| Staying within Legal Bounds | |
| Understanding and Applying Theories of Public Relations | |
| The Process of Strategic Public Relations | |
| Problem Discovery and Analysis | |
| Program Planning | |
| Campaign Implementation | |
| Program Evaluation and Campaign Follow-Up | |
| Guide to Public Relations Tactics | |
| Written Tactics | |
| Spoken Tactics | |
| Visual and Interactive Tactics | |
| Public Relations Practice in Context | |
| Corporate Sector | |
| Nonprofit Sector | |
| Politics and Government | |
| International Public Relations | |
| Table of Contents provided by Publisher. All Rights Reserved. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
Digital License
You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.
More details can be found here.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.