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Developing the public relations campaign : a team-based approach / Randy Bobbitt, University of West Florida, Ruth Sullivan, Marshall University.

By: Contributor(s): Material type: TextTextPublisher: Boston : Pearson, [2014]Copyright date: c2014Edition: Third editionDescription: xvii, 238 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780205066728
  • 0205066720
Subject(s): Genre/Form: DDC classification:
  • 659.2 BOB 22
Contents:
Preface -- About the authors -- Background -- The nature of persuasive campaigns -- Public relations process -- An overview of the public relations process -- Planning : background research -- Planning : primary research -- Planning : planning goals and objectives, messages and themes, channels and strategies -- Implementation : traditional media channels -- The internet and social media -- Implementation : nonmedia channels -- Implementation : logistics -- Evaluation -- Professional responsibility -- Legal and ethical considerations -- International, multicultural, and gender issues.
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Includes bibliographical references and index.

Preface -- About the authors -- Background -- The nature of persuasive campaigns -- Public relations process -- An overview of the public relations process -- Planning : background research -- Planning : primary research -- Planning : planning goals and objectives, messages and themes, channels and strategies -- Implementation : traditional media channels -- The internet and social media -- Implementation : nonmedia channels -- Implementation : logistics -- Evaluation -- Professional responsibility -- Legal and ethical considerations -- International, multicultural, and gender issues.

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