Planning and Managing Public Relations Campaigns

Höfundar: Mandy Pearse; Anne Gregory (Útgáfa: 6)
Planning and Managing Public Relations Campaigns

Kaup valmöguleikar

Navigating the journey from planning to execution in a PR campaign can be an intimidating task. The new edition of Planning and Managing Public Relations Campaigns provides a road map for success in carrying out PR campaigns and stands out as a leading 'how-to' guide in the field. In its 6th edition, Planning and Managing Public Relations Campaigns, provides the blueprint on how to ensure the success of campaigns, regardless of their scale.

Key topics covered include the role of public relations in organizations, contextual significance, research and analysis, goal setting, strategic approaches, tactical implementation, time management, resource allocation and thorough evaluation and review. Keeping pace with the latest industry trends, this updated edition explores new developments such as the use of AI in PR, and the implications for planning and managing campaigns.

Purpose, ESG and corporate responsibility and decision-making will also be explored in depth. This book incorporates recent real-world examples to illustrate current best practices. Augmented by a range of online resources, including extended examples and lecture slides, Planning and Managing Public Relations Campaigns serves as an essential guide for both students and mid-level professionals alike in the dynamic world of PR.

Nánar um bókina

Útgefandi
Kogan Page
ISBN
9781398620384
Print ISBN
9781398620377
Format
ePub
Útgáfa
6
Höfundar
Mandy Pearse; Anne Gregory
Tungumál
English
Útgefið
2025-12-03
Prent takmörkun á líftíma
100
Prent takmörkun
10
Afritunar takmörkun
10

Kaflar

  • Cover: Planning and Managing Public Relations Campaigns
  • Praise for the New Edition
  • Title Page
  • Contents
  • Figures and tables
  • About the authors
  • Acknowledgements
  • 01 Planning and managing in a changing world
  • Chapter objectives
  • Introduction
  • The effects of change on public relations
  • What is the point of planning?
  • The importance of planned communication
  • A starting point
  • The position of public relations within organizations
  • Organizing for action
  • Who does what in public relations?
  • Summary
  • 02 Planning and context
  • Chapter objectives
  • Introduction
  • Stakeholders
  • Sectoral considerations
  • Organizational development – business stage
  • Organizational knowledge
  • Issues
  • Public opinion
  • Timescales
  • Resources
  • Summary
  • 03 Starting the planning process
  • Chapter objectives
  • Introduction
  • Public relations policy
  • Real-world example: Arthritis Action’s media relations and crisis communications policies
  • The rationale for planning
  • Basic questions in planning
  • The 12 stages of planning
  • Linking planning to the bigger picture
  • Real-world example: How organizing for action aligns with purpose and organizational objectives: The case of Ceer
  • Summary
  • 04 Research and analysis
  • Chapter objectives
  • Introduction
  • Embedding research in the planning process
  • Real-world example: Foster Wales: Using research at all stages of the campaign
  • The first planning step
  • Understanding the context
  • Understanding the issues
  • Issues management
  • Analysing the organization
  • Analysing the stakeholders
  • Analysing the issues
  • Real-world example: AIX CARMA: Understanding reputation
  • Who should undertake the research?
  • Research techniques
  • Investment in research pays: Two cases in point
  • Real-world example: Delivering reputation management: DP World
  • Real-world example: WWF International
  • Summary
  • 05 Communication theory and setting aims and objectives
  • Chapter objectives
  • Introduction
  • Attitude is all-important
  • The communication chain
  • Real-world example: Using networks well: Appleby Horse Fair
  • How ‘receivers’ use information
  • Setting realistic aims and objectives
  • Golden rules of objective setting
  • Constraints on aims and objectives
  • Different levels of aims and objectives
  • Real-world example: Demonstrating good practice in aim and objective setting: The Vodafone and Three merger in the UK
  • Summary
  • 06 Knowing the stakeholders and content
  • Chapter objectives
  • Introduction
  • What is public opinion?
  • Types of stakeholders
  • Using other segmentation techniques
  • Real-world example: Highspot and Hard Numbers: Using data to drive success
  • The role of big data in stakeholder identification
  • So what about the media?
  • Real-world example: Avon and the Reverse Make-Up Tutorial
  • The implications for targeting stakeholders
  • How to prioritize resources for stakeholders
  • Content: What shall we say?
  • Real-world example: NHS North East and North Cumbria Integrated Care Board
  • Real-world example: Apetito and Wiltshire Farm Foods
  • Real-world example: Positive Money and Cheshire East Council
  • Constructing the content
  • How the message should be presented
  • Example: Extract from the WHO Pocket Plan Creator
  • Who should front the message
  • Real-world example: Bannau Brycheiniog: Where nature and community thrive
  • Summary
  • 07 Strategy and tactics
  • Chapter objectives
  • Introduction
  • What is strategy?
  • Developing a strategy
  • Real-world example: Paultons Park: Using influencers
  • From strategy to tactics
  • What tactics should be employed?
  • Channels of communication
  • Real-world example: British Antarctic Survey: The tip of the iceberg
  • Digital and online media
  • Selecting tactics
  • Encouraging creativity
  • Real-world example: Fishtek Marine and the role of creative
  • Checking the tactics mix
  • Behavioural economics and tactics
  • Real-world example: Norfolk County Council uses behavioural models to change transport choices
  • Different campaigns need different tactics
  • Real-world example: Hai la Mare Lidl
  • Real-world example: Mishcon de Reya: Thought leadership
  • Contingency and risk planning
  • Real-world example: London Luton Airport fire
  • Summary
  • 08 Timescales and resources
  • Chapter objectives
  • Introduction
  • Timescales
  • Task planning techniques
  • Longer-term plans
  • Real-world example: The funeral of Pope Francis: Managing complex logistics and global media attention
  • Resources
  • Working with consultancies
  • Budgeting
  • Summary
  • 09 Knowing what has been achieved: Evaluation and review
  • Chapter objectives
  • Introduction
  • The benefits of evaluation
  • Why practitioners don’t evaluate
  • Principles of evaluation
  • Evaluation terminology
  • Campaign evaluation models
  • A word on the evaluation of digital
  • Think piece: AI and the future of public relations evaluation by Richard Bagnall, CommsClarity
  • Real-world example: The challenge of outputs to outcomes without being able to do the end measures: Hard Numbers
  • Strategic levels of evaluation
  • Real-world example: How evaluation informs strategy and achieves business outcomes: Philips small domestic appliances
  • Three evaluation considerations
  • Real-world example: Best practice in evaluation: The Ukraine Sunflower Campaign by Hertfordshire County Council
  • Reviewing the situation
  • Summary
  • And finally…
  • Appendix 1: Public relations as a strategic player
  • How organizations are structured
  • The strategic contribution of public relations to the organization
  • The capabilities of strategic public relations practitioners
  • Appendix 2 : Research methods
  • Primary research
  • Secondary research
  • Communication audit
  • Index
  • Copyright Page