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. |
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