Planning and Managing Public Relations Campaigns

Gregory (public relations studies, Leeds Business School, Leeds Metropolitan U., UK) boasts extensive experience in public relations practice, both in-house and as a consultant, prior to becoming an academic. She offers PR practitioners, organizational managers, and students an updated guide covering the major aspects of running a successful PR campaign, including understanding the role of PR in organizations and the context in which PR activity takes place, starting the planning process, research and analysis, communication theory as it relates to setting aims and objectives, knowing the public and messages, strategy and tactics, timescales and resources, and evaluation and review. The text contains new material and references throughout reflecting developments in PR since the 2000 second edition, including recent examples and case studies ranging from the UK's bid for the 2012 Olympics to McDonald's 2006 analysis of its media coverage. Annotation c2010 Book News, Inc., Portland, OR (booknews.com)

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