Strategic Public Relations Management: Planning and Managing Effective Communication Programs

Table of contents

• Lea's Communication Series ii
• Title Page iii
• Contents vii
• Preface xiii
• Acknowledgments xiv
• 1 - The Need for Strategic Public Relations Management 1
• I - Framework for Planning 9
• 2 - Where the Strategic Manager Begins: Taking Stock 11
• 3 - Elements of the Campaign Recipe 27
• 4 - Determining Research Needs: Developing the Research Plan 45
• II - Gathering Useful Data for Strategic Guidance 69
• 5 - Research Decisions and Data Collection 71
• 6 - Making Research Decisions: Informal Research Methods 91
• 7 - Making Research Decisions: the Focus Group 113
• 8 - Making Research Decisions: Formal Research Methods 130
• 9 - Making Research Decisions: Survey Research 160
• 10 - Making Research Decisions: Sampling 184
• 11 - Making Research Decisions: Questionnaire Design 213
• 12 - Collecting, Analyzing, and Reporting Quantitative Data 246
• III - Using Theory for Practical Guidance 265
• 13 - What Theory Is and Why It Is Useful 267
• 14 - Theories for Creating Effective Message Strategies 290
• 15 - Practical Applications of Theory for Strategic Planning 318
• IV - The Successful Pitch and Follow-Through 337
• 16 - The Campaign Plan 339
• Appendix - A Code of Professional Standards for the Practice of Public Relations 353
• Appendix B - Code of Professional Ethics and Practices American Association for Public Opinion Research 363
• Appendix C - Guidelines and Standards for Measuring and Evaluating PR Effectiveness the Institute for Public Relations Research and Evaluation 366
• References 379
• Author Index 387
• Subject Index 391

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