Getting a public relations campaign or programme off the ground can seem overwhelming. Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. Practical and easy to read, the book presents a 12-point plan for ensuring success of campaigns of all sizes, covering many vital areas including the role of public relations in organizations, the importance of context, research and analysis, setting objectives, strategy and tactics, timescales and resources, evaluation and review.Supported by online resources, including best practice case studies, Planning and Managing Public Relations Campaigns is widely regarded as one of the best 'how-to' guides for students and practitioners. This fully updated fourth edition features new developments in public relations, including social media, along with new case studies including WRAP's Love Food, Hate Waste campaign; The Sleep Pod Hotel Media Tour; McArthur River Mining; AkzoNobel's Corporate Revolution; the UK Department of Culture, Media & Sport's First World War Centenary Commemorations; and Lanson's campaign for unbiased.co.uk.About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series consists of accessible, practical introductions to day-to-day public relations practice and management issues. The series' action-oriented approach keeps practitioners' knowledge and skills up to date.
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Index
Page numbers in italics denote figures.
accountability 15–19, 184
corporate 22–23, 191
functional 23
societal 3, 22, 51, 190
value-chain 23, 192
achievements 36, 44, 109, 188, 196
active
publics 99, 115, 117, 120–21
support 27, 28, 119
activist groups 9, 11, 17, 97, 99, 119, 123, 190
activity plans 169–70
advance feature stories 87, 88
advertising (adverts) 13, 14, 72, 79, 81, 132, 135, 176–77, 196
Audi 128
companies 67
product recalls 130
radio 80
advertorials 81, 132, 170
affective objectives 104
aggregation 186
AGMs 50, 103–04, 185
AIDA model 100–02
aims 102–04, 106, 107–09, 149
see also objectives
AkzoNobel 197–202
all-issue publics 115
American Institute for Public Relations 186
analogies 125
analysis 45, 47, 48, 55–66, 73, 85
content 9, 35, 188, 196
cost:benefit 181
critical path 167–68
media 185
network models 97–98
PEST 57–60...
Table of contents
- Cover
- PR in Practice Series
- Title page
- Contents
- Acknowledgements
- About the author
- 01 Planning and managing: the context
- 02 Public relations in context
- 03 Starting the planning process
- 04 Research and analysis
- 05 Communication theory and setting aims and objectives
- 06 Knowing the publics and messages
- 07 Strategy and tactics
- 08 Timescales and resources
- 09 Knowing what has been achieved: evaluation and review
- Index
- Copyright
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Yes, you can access Planning and Managing Public Relations Campaigns by Anne Gregory in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.