Table of contents for Strategic public relations management : planning and managing effective communication programs / Erica Weintraub Austin, Bruce E. Pinkleton.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
Preface to the Second Edition xiii
1 The Need for Strategic Public Relations
Management 1
Surviving Amid Fierce Competition 2
Strategic Versus Tactical Decision Making 4
The Often Misunderstood Role of Public Relations 6
Using Research to Enhance the Credibility of Public
Relations 7
Organization of the Book 9
I. A FRAMEWORK FOR PLANNING
2 Where the Strategic Manager Begins:
Taking Stock 13
Management by Objectives 14
The Accountable Manager 15
The Mission Statement 17
Mission Versus Vision and Values 19
The Problem Statement 20
The Situation Analysis 26
Sources of Information 27
Final Thoughts 29
3 Elements of the Campaign Recipe 31
Goals 31
Objectives 33
Strategies 45
Tactics 46
The Strategic Planning Ladder 47
Initiating the Planning Process 49
Final Thoughts 52
4 Determining Research Needs: Developing the Research Plan 53
The Role of Research 56
The Benefits of Research 57
Specific Research Functions 59
Elements of a Research Plan 61
Determining Research Needs 62
Determining and Understanding Target Publics 64
Determining Program Outcomes 66
Testing Communication Channels 66
Testing the Message 68
Testing the Information Sources 68
Developing a Research Strategy 69
Developing a Realistic Research Proposal 73
Final Thoughts 74
II. GATHERING USEFUL DATA
FOR STRATEGIC GUIDANCE
FOR STRATEGIC GUIDANCE
5 Research Decisions and Data Collection 77
Applications of Research 79
Before Starting the Research Process 81
Formal and Informal Approaches
to Public Relations Research 84
Informal Research Concerns 87
Research Issues to Consider 90
Steps to Research Project Design 93
Final Thoughts 96
6 Making Research Decisions: Sampling 97
Sampling Basics 98
Generalizing From a Sample to a Population 98
Sampling Methods 101
Nonprobability Sampling Methods 102
Probability Sampling Methods 105
How Big Should a Sample Be? 110
Calculating the Appropriate Sample Size 112
Sample Size Formula 118
Error Calculations 120
Issues and Assumptions 122
Final Thoughts 123
7 Making Research Decisions: Informal Research Methods 125
Personal Contacts 126
Professional Contacts, Experts, and Opinion Leaders 127
Advisory Committees or Boards 128
Field Reports 128
Community Forums/Group Meetings 129
Telephone Calls, Mail, and Electronic Mail 129
Library Research 131
Internet Research 133
Clip Files and Media Tracking 134
Real Time Responses to Media Messages and Survey
Questions 139
In-Depth Interviews 140
Panel Studies 142
Q Methodology 143
Final Thoughts 145
8 Making Research Decisions: The Focus Group 147
Characteristics of the Focus Group 148
Advantages and Disadvantages of Focus Groups 149
Selecting and Recruiting Participants 150
The Focus Group Setting 152
Staffing 153
Characteristics of the Moderator 153
Dealing With Difficult Group Members 155
Protocol Design 155
Message and Idea Testing 157
New Options Made Possible by Technology 160
Running the Group 161
Analyzing the Results 162
Final Thoughts 163
9 Making Research Decisions: Formal Research Methods 164
A Brief Review of the Characteristics of Formal,
Scientific Research 165
Survey Research Overview 167
Experiments 174
Content Analysis 183
Final Thoughts 190
10 Making Research Decisions: Survey Research 191
Mail Surveys 193
Telephone Surveys 200
Online Electronic Surveys 206
Personal Interviews 209
Final Thoughts 216
11 Making Research Decisions: Questionnaire Design 217
Understanding Reliability and Validity 218
Levels of Measurement and Why They Matter 222
Types of Questions and the Information Each Type
Provides 226
Ensuring Clarity and Avoiding Bias 232
Questionnaire Layout and Design 234
Handling "Don't Know" Responses 239
Design Features That Affect Response Rate 243
Final Thoughts 250
12 Collecting, Analyzing, and Reporting Quantitative Data 251
Designing Surveys for Easy Data Entry 251
Training Interviewers 256
Call Sheets 257
Timing of Telephone Surveys 258
Response Rates 258
Reporting Univariate Relationships 260
Reporting Relationships Among Variables 263
Final Thoughts 266
III. USING THEORY FOR PRACTICAL GUIDANCE
13 What Theory Is and Why It's Useful 271
What Is a Theory? 272
Finding a Good Theory 272
A Theoretical Framework for "Symmetrical" Public
Relations 274
A Theoretical Framework for "Asymmetrical"
Campaigns 284
Final Thoughts 296
14 Theories for Creating Effective Message Strategies 297
Mendelsohn's Three Assumptions for Success 298
How People Respond to Messages (McGuire's
Hierarchy of Effects or "Domino" Model of
Persuasion) 299
Just How Difficult Is It? 303
Problems With a Source-Oriented Perspective 306
Limitations of the Domino Model---Acknowledging
People Are Not Always Logical 309
Why People Respond to Messages---Finding the Right
Motivating Strategy 311
Other Theories That Explain Special Situations 326
Final Thoughts 327
15 Practical Applications of Theory for Strategic Planning 328
About Sources 329
About Messages 330
About Channels 332
Which Channels Are Best? 335
Media Advocacy (Guerilla Media) 337
Making Media Advocacy Work 340
Making the Most of Unplanned Opportunities 343
Final Thoughts 345
IV. THE SUCCESSFUL PITCH
AND FOLLOW-THROUGH
16 Presenting Campaigns, Program Proposals,
and Research Reports 349
Introductory Material 350
Executive Summary 352
Situation Analysis and Research needs 353
Research Goals 354
Research Objectives 354
Research Hypotheses 354
Research Strategies 354
Results (With Minimal Interpretation) 355
Revised Situation Analysis 356
Proposed Communication Plan 356
Conclusion 357
References and Appendixes 357
The Successful Writer's Mind Set 357
Oral Presentations 360
Final Thoughts 361
Appendix A Code of Member Ethics, 2000 362
Appendix B Code of Professional Ethics and Practices 373
References 377
Author Index 000
Subject Index 000

Library of Congress Subject Headings for this publication:

Public relations -- Management.