Planning and Managing Public Relations Campaigns ─ A strategic approach

Getting a public relations campaign or program off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated fourth edition of Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners, with examples and case studies showing how to initiate and manage the ongoing development of a program in a structured way to benefit both the organization and its clients.

Practical and easy to read, this book demonstrates a 12-point plan for ensuring success and covers many vital areas including: the role of public relations in organizations; the importance of context; research and analysis; communication theory; setting objectives; publics and content; strategy and tactics; timescales and resources; evaluation and review. By using the techniques present here, public relations practitioners will be able to drive events rather than be driven by them.

Completely updated to cover new developments in the use of social media, this book is vital reading for students, practitioners or managers who want a definitive guide to the planning and management process.