Title

Cases in Public Relations Strategy

Document Type

Book

Publication Date

8-2018

College/Unit

Reed College of Media

Department/Program/Center

Reed College of Media

Abstract

Cases in Public Relations Strategy, by Burton St. John III, Diana K. Martinelli, Robert S. Pritchard, and Cylor Spaulding, draws on original, real-world case studies to provide you with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, you will explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows you how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give you the knowledge and skills you need for success in the field.

Source Citation

St. John, Burton, Martinelli, Diana, Pritchard, Robert, and Spaulding, Cylor (Eds.). (2018). Cases in Public Relations Strategy. Thousand Oaks, CA: Sage.

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