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

Includes bibliographical references (pages 389-399) and indexes.

1. The need for strategic public relations management -- 2. Where the strategic manager beings : taking stock -- 3. Elements of the campaign recipe -- 4. Determining research needs : developing the research plan -- 5. Research decisions and data collection -- 6. Making research decisions : sampling -- 7. Making research decisions : informal research methods -- 8. Making research decisions : the focus group -- 9. Making research decisions : formal research methods -- 10. Making research decisions : survey research -- 11. Making research decisions : questionnaire design -- 12. Collecting, analyzing, and reporting quantitative data -- 13. What theory is and why it is useful -- 14. Theories for creating effective message strategies -- 15. Practical applications of theory for strategic planning -- 16. Presenting campaigns, program proposals, and research reports.

"This second edition of Erica Weintraub Austin and Bruce E. Pinkleton's popular text Strategic Public Relations Management helps readers move from a tactical public relations approach to a strategic management style. Building on the first edition, it demonstrates skillful use of research and planning techniques, providing updated research methods that make use of the Internet and programs aiding data entry and analysis. This version also expands its focus to communication program planning more broadly."--BOOK JACKET.