Public Relations CampaignsMark Sheehan, Robina Xavier This book is designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of planning theory to real life scenarios to present a practical approach for planning a successful campaign. The first half of the book provides the foundations on which successful campaigns are built: theory, research and evaluation. This leads into an exploration of a series of contemporary campaigns that highlight specialist areas of public relations practice in Australia and New Zealand. This provides an inside view, mapping the elements of the campaign step by step and enables an understanding of how a successful campaign is built. There is also a focus on campaign analysis, comparing and contrasting competing interests and an exploration of campaign impact. |
From inside the book
Results 1-3 of 80
Page 137
... important to its understanding of a financial institution with a particular clientele — the rural community - with reach to metropolitan communities that would be important to the success of a new bank . Research and understanding the ...
... important to its understanding of a financial institution with a particular clientele — the rural community - with reach to metropolitan communities that would be important to the success of a new bank . Research and understanding the ...
Page 210
... important groups via their preferred communication channels . This ensured not only that stakeholders were informed , but that they knew both Powerlink and Ergon Energy were on the ground , doing all they could to address the issue ...
... important groups via their preferred communication channels . This ensured not only that stakeholders were informed , but that they knew both Powerlink and Ergon Energy were on the ground , doing all they could to address the issue ...
Page 219
... important news story that needs publishing . Newspapers only increase their page numbers when more advertising is sold , as news is not counted as being important enough to increase page numbers . So the important news story replaces a ...
... important news story that needs publishing . Newspapers only increase their page numbers when more advertising is sold , as news is not counted as being important enough to increase page numbers . So the important news story replaces a ...
Contents
Overview of Twentiethcentury Campaigns | 11 |
Overview of Contemporary Public Relations Theory | 31 |
Methodology and Terminology | 53 |
Copyright | |
13 other sections not shown
Common terms and phrases
accessed achieve activities advertising approach asbestos Australia Australian Stock Exchange avian influenza awareness behaviour cent chapter client Collinsville communication campaign communication strategy corporate CPAC developed disability Domino's Domino's Pizza effective Elders Rural Bank employees ensure Ergon Energy evaluation event financial public relations focus FUndies Gateways goals groups Grunig identified impact important internal communication involved issues James Hardie journalists key messages launch Lighthouse marketing public relations measure media coverage media relations MRCF needs NZRU objectives opinion organisation organisation's outcomes planning potential Powerlink Powerlink Queensland professional public relations campaign public relations practice public relations practitioners recognised recycled water relationships response risk communication role Rugby World Cup sector shareholders social capital Social Exchange Theory South Wales Government staff stage stakeholders successful survey target publics theory Toowoomba TSOs understanding Wivenhoe Dam Zealand