Strategic public relations management planning and managing effective communication programs

• Main Author: Austin, Erica Weintraub (Author)
• Other Authors: Pinkleton, Bruce E.
• Format: Unknown
• Language: English
• Published: New York Routledge Taylor & Francis Group 2015
• Edition: 3th ed.
• Subjects: Public relations > Management
• Online Access: Click Here to View Status and Holdings.
• Physical Description: 389 pages illustrations 24 cm
• Bibliography: Includes bibliographical references and indexes
• ISBN: 9780415517683

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.