Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns

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. It 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.

Author: Erica Weintraub Austin, Bruce E. Pinkleton
Publisher: Routledge
Published: 02/13/2015
Pages: 398
Binding Type: Paperback
Weight: 1.49lbs
Size: 9.20h x 7.30w x 0.80d
ISBN: 9780415517690

About the Author

Erica Weintraub Austin is the Professor and Director of the Center of Media and Health Promotion at Washington State University.

Bruce E. Pinkleton is Professor and Associate Director of the Murrow Center for Media and Health Promotion Coordinator at Washington State University.