Austin, Erica Weintraub. <br/><br/>
Strategic public relations management :  planning and managing effective communication programs / 
Erica Weintraub Austin and Bruce E. Pinkleton. 
 - Mahwah, N.J. ; London :  Lawrence Erlbaum,  2001. 
 - xiv, 399 p. :  ill. ;  24 cm 
 - LEA'S communication series. .
<br/><br/>Includes bibliographical references (pages 379-386) and indexes. 
<br/><br/>The need for strategic public relations management -- I. A framework for planning -- Where the strategic manager begins: Taking stock -- Elements of the campaign recipe -- Determining research needs: Developing the research plan -- II. Gathering useful data for strategic guidance -- Research decisions and data collection -- Making research decisions: Informal research methods -- Making research decisions: The focus group -- Making research decisions: Formal research methods -- Making research decisions: Survey research -- Making research decisions: Sampling -- Making research decisions: Questionnaire design -- Collecting, analyzing and reporting quantitative data -- III. Using theory for practical guidance -- What theory is and why it is useful -- Theories for creating effective message strategies -- Practical applications of theory for strategic planning -- IV. The successful pitch and follow-through -- The campaign plan. 
<br/><br/><label>ISBN: </label>0805831592 0805831606 
<br/><br/><label>LCCN: </label>00034758 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Public relations--Management.
<br/><br/><label>Dewey Class. No.: </label>659.2