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Planning and Managing Public Relations Campaigns


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Describes how to create and manage the ongoing development of a campaign in a structured way Covers all aspects of planning, from research and analysis, to objectives, strategy and tactics, timescales, resources, evaluation and review Features case studies such as WRAP's Love Food, Hate Waste campaign; McArthur River Mining; AkzoNobel's Corporate Revolution; the UK Department of Culture, Media & Sport's First World War Centenary Commemorations; and Lanson's campaign for unbiased.co.uk

Table of Contents

    • Chapter - 01: Planning and Managing; the context;
    • Chapter - 02: Public relations in context;
    • Chapter - 03: Starting the planning process;
    • Chapter - 04: Research and analysis;
    • Chapter - 05: Communication theory and setting aims and objectives;
    • Chapter - 06: Knowing the Publics and Messages;
    • Chapter - 07: Strategy and tactics;
    • Chapter - 08: Timescales and resources;
    • Chapter - 09: Knowing what has been achieved: Evaluation and review

About the Author

Dr Anne Gregory is a professor of corporate communication and a leading international academic. She is based in the School of Business and Law at the University of Huddersfield. Anne previously spent many years in public relations practice, gaining experience at senior levels both in-house and in consultancy. She remains a consultant and is an advisor at board level to a number of large organizations. Anne is also series editor for the PR in Practice series (published by Kogan Page).


"A complete, comprehensive, up to date, and thoroughly 'user friendly' course of instruction under one cover, "Planning and Managing Public Relations Campaigns: A Strategic Approach" is very highly recommended for professional, corporate community, and academic library collections." * Reviewer's Bookwatch, Logan's Bookshelf, Midwest Book Review *
"This book is well informed and updated with leading edge research and case studies. It's an invaluable guide for both students and practitioners - a must read for those wanting to know about campaign planning in detail." * Tom Watson, Professor of Public Relations, Bournemouth University *
"Probably the best how-to guide for students and practitioners alike." * Philip Young, Senior lecturer in PR and Media Ethics, University of Sunderland *

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