Strategic Public Relations Management (Routledge Communication)

Strategic Public Relations Management (Routledge Communication)

<P>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. </P> <P></P> <P>New to the third edition:</P> <P></P> <UL> <P> <LI>New examples on the effective use of digital communication and online research tools;</LI> <P></P> <P> <LI>Updated guidance on researching using digital tools and social media;</LI> <P></P> <P> <LI>New examples that provide a more accessible pathway to real-world application.</LI> <P></P></UL> <P></P> <P>In addition to these new features, the book covers:</P> <P></P> <UL> <P> <LI>Creating a framework for planning;</LI> <P></P> <P> <LI>Up-to-date research tools and how to develop a research plan;</LI> <P></P> <P> <LI>Gathering useful data for strategic guidance;</LI> <P></P> <P> <LI>Real-world examples that provide readers with realistic cases and situations;</LI> <P></P> <P> <LI>Applying theory to professional practice.</LI> <P></P></UL> <P></P> <P>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.</P>