Hansen-Horn / Horn Strategic Planning for Public Relations

Beginning the Journey
1. Auflage 2013
ISBN: 978-1-4541-9000-4
Verlag: Peter Lang
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 268 Seiten

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. It takes account of the changing needs of the PR industry, where strategic thinking is needed in abundance but tends to be in short supply among many people who are just launching their careers. This book is designed to address this shortfall by providing a multi-level understanding of strategy to show how it directly correlates to successful public relations. The book’s conversational tone and real world chapter exercises move the reader from insight to strategic vision and application. Exercises at the end of each chapter are designed to help students further explore, reflect on and apply what they have learned. The book’s unique approach to strategy and strategic planning provides the tools for students becoming strategists first and tacticians second – essential criteria for successful public relations professionals.

Autoren/Hrsg.

Hansen-Horn, Tricia

Horn, Adam E.

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

Contents: The Essence of Public Relations – Public Relations Defined as Communication and Business – Communication Complexity – Successful Public Relations as Results-driven, ROI-minded Business – Strategy, Being Strategic, and Strategic Planning Unpacked – Public Relations Functions, Roles, Situations and Contexts, and Specializations – Public Relations Initiatives and Choice of Medium – Public Relations: Digital Convergence, Access and Technology, and Integration – Applying Strategic Planning.

Über Autor(innen)

Tricia Hansen-Horn (PhD, Purdue University) is a professor and public relations program coordinator at the University of Central Missouri. Specializing in theory development, pedagogy, strategic planning, and campaign development, she is co-editor of Public Relations: From Theory to Practice (2008). Adam Horn (PhD, University of Missouri-School of Journalism) is an assistant professor at the University of Central Missouri, where he designed and implemented UCM’s strategic planning for public relations courses. He is an active sports consultant, specializing in media relations and crisis communication strategy.