Strategic public relations management : planning and managing effective communication programs / Erica Weintraub Austin, Bruce E. Pinkleton.

Format:

Book

Author/Creator:

Austin, Erica Weintraub.

Contributor:

Pinkleton, Bruce E. (Professor of communication)

Series:

LEA's communication series

Language:

English

Subjects (All):

Public relations--Management.

Public relations.

Physical Description:

xv, 411 pages : illustrations ; 24 cm.

Edition:

Second edition.

Place of Publication:

Mahwah, N.J. : Lawrence Erlbaum Associates, Inc., 2006.

Summary:

This second edition of Erica Weintraub Austin and Bruce E. Pinkleton's popular text Strategic Public Relations Management helps readers move from a tactical public relations approach to a strategic management style. Building on the first edition, it demonstrates skillful use of research and planning techniques, providing updated research methods that make use of the Internet and programs aiding data entry and analysis. This version also expands its focus to communication program planning more broadly.

This book is valuable as a text in public relations management and communication campaigns courses, while also serving as a reference for practitioners. It introduces readers to the tools necessary for developing and presenting comprehensive, effective, and accountable public relations plans, ensuring they are well prepared for managing and executing communication campaigns.

Contents:

1 The Need for Strategic Public Relations Management 1

Surviving Amid Fierce Competition 2

Strategic Versus Tactical Decision Making 4

The Often Misunderstood Role of Public Relations 6

Using Research to Enhance the Credibility of Public Relations 7

I Framework for Planning

2 Where the Strategic Manager Begins: Taking Stock 13

Management by Objectives 14

The Accountable Manager 15

The Mission Statement 17

Mission Versus Vision and Values 19

The Problem Statement 20

The Situation Analysis 26

3 Elements of the Campaign Recipe 31

Strategies 45

Tactics 46

The Strategic Planning Ladder 47

Initiating the Planning Process 49

4 Determining Research Needs: Developing the Research Plan 53

The Role of Research 56

The Benefits of Research 57

Specific Research Functions 59

Elements of a Research Plan 62

Determining Research Needs 62

Determining and Understanding Target Publics 64

Determining Program Outcomes 66

Testing Communication Channels 66

Testing the Message 68

Testing the Information Sources 68

Developing a Research Strategy 69

Developing a Realistic Research Proposal 73

II Gathering Useful Data for Strategic Guidance

5 Research Decisions and Data Collection 77

Applications of Research 79

Before Starting the Research Process 81

Formal and Informal Approaches to Public Relations Research 84

Informal Research Concerns 87

Research Issues to Consider 90

Steps to Research Project Design 93

6 Making Research Decisions: Sampling 97

Sampling Basics 98

Generalizing From a Sample to a Population 99

Sampling Methods 101

Nonprobability Sampling Methods 102

Probability Sampling Methods 105

How Big Should a Sample Be? 110

Calculating the Appropriate Sample Size 112

Sample-Size Formula 118

Error Calculations 120

Issues and Assumptions 122

7 Making Research Decisions: Informal Research Methods 125

Personal Contacts 126

Professional Contacts, Experts, and Opinion Leaders 127

Advisory Committees or Boards 128

Field Reports 128

Community Forums/Group Meetings 129

Telephone Calls, Mail, and Electronic Mail 129

Library Research 131

Internet Research 133

Clip Files and Media Tracking 134

Real-Time Responses to Media Messages and Survey Questions 139

In-Depth Interviews 140

Panel Studies 142

Q Methodology 143

8 Making Research Decisions: The Focus Group 147

Characteristics of the Focus Group 148

Advantages and Disadvantages of Focus Groups 149

Selecting and Recruiting Participants 150

The Focus Group Setting 152

Staffing 153

Characteristics of the Moderator 153

Dealing With Difficult Group Members 155

Protocol Design 155

Message and Idea Testing 157

New Options Made Possible by Technology 160

Running the Group 161

Analyzing the Results 162

9 Making Research Decisions: Formal Research Methods 164

A Brief Review of the Characteristics of Formal, Scientific Research 165

Survey Research Overview 167

Experiments 174

Content Analysis 183

10 Making Research Decisions: Survey Research 191

Mail Surveys 193

Telephone Surveys 200

Online Electronic Surveys 206

Personal Interviews 209

11 Making Research Decisions: Questionnaire Design 217

Understanding Reliability and Validity 218

Levels of Measurement and Why They Matter 222

Types of Questions and the Information Each Type Provides 226

Ensuring Clarity and Avoiding Bias 232

Questionnaire Layout and Design 234

Handling "Don't Know" Responses 239

Design Features That Affect Response Rate 243

12 Collecting, Analyzing, and Reporting Quantitative Data 251

Designing Surveys for Easy Data Entry 251

Training Interviewers 256

Call Sheets 257

Timing of Telephone Surveys 258

Response Rates 258

Reporting Univariate Relationships 260

Reporting Relationships Among Variables 263

III Using Theory for Practical Guidance

13 What Theory Is and Why It Is Useful 271

What Is a Theory? 272

Finding a Good Theory 272

A Theoretical Framework for "Symmetrical" Public Relations 274

A Theoretical Framework for "Asymmetrical" Campaigns 284

14 Theories for Creating Effective Message Strategies 297

Mendelsohn's Three Assumptions for Success 298

How People Respond to Messages (McGuire's Hierarchy of Effects or "Domino" Model of Persuasion) 299

Just How Difficult Is It? 305

Problems With a Source-Oriented Perspective 306

Limitations of the Domino Model-Acknowledging People Are Not Always Logical 309

Why People Respond to Messages-Finding the Right Motivating Strategy 311

Other Theories That Explain Special Situations 326

15 Practical Applications of Theory for Strategic Planning 328

About Sources 329

About Messages 330

About Channels 332

Which Channels Are Best? 335

Media Advocacy (Guerilla Media) 337

Making Media Advocacy Work 340

Making the Most of Unplanned Opportunities 343

IV The Successful Pitch and Follow-Through

16 Presenting Campaigns, Program Proposals, and Research Reports 349

Introductory Material 350

Situation Analysis and Research Needs 353

Research Goals 354

Research Objectives 354

Research Hypotheses 354

Research Strategies 354

Results (With Minimal Interpretation) 355

Revised Situation Analysis 356

Proposed Communication Plan 356

References and Appendixes 357

The Successful Writer's Mind-Set 357

Oral Presentations 360

Appendix A Code of Professional Standards for the Practice of Public Relations 362

Appendix B Code of Professional Ethics and Practices 373

Appendix C Guidelines and Standards for Measuring and Evaluating PR Effectiveness 377.

Notes:

Includes bibliographical references (pages 389-399) and indexes.

ISBN:

0805853804

0805853812

OCLC:

63277679