Austin, E. W.|Pinkleton, B. E. <br/><br/>
Strategic public relations management:planning ans managing effective communication programs 

 - London  Lawrence-Erlbaum Associates Publishers  2001 
 - xiv, 399p. 
<br/><br/> Helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Provides with an explanation on effective management and campaign design, as introducing  students and practitioners to the tools needed for developing and presenting comprehensive, effective, and accountable plans. Includes the synthesis of knowledge in public relations and communication, covering the critical areas needed for a strategic approach to public relations, and ample real-world examples, providing concrete applications of principles and theories. 
<br/><br/><label>ISBN: </label>0-8058-3160-6 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Strategic public relation management|Research planning|Communication theory|Public relation
<br/><br/><label>LC Class. No.: </label>HD 59.2 .A 95 2001