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Innovation and Best Practice
for Business Success

Established 1967

Planning and Managing Public Relations Campaigns

Planning and Managing Public Relations Campaigns

A Strategic Approach

Anne Gregory


Drive events rather than be driven by them with the techniques laid out in the new edition of this popular definitive guide.

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About the book

Getting a public relations campaign or programme off the ground can seem overwhelming. Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. Practical and easy to read, the book presents a 12-point plan for ensuring success of campaigns of all sizes, covering many vital areas including the role of public relations in organizations, the importance of context, research and analysis, setting objectives, strategy and tactics, timescales and resources, evaluation and review.

Supported by online resources, including best practice case studies, Planning and Managing Public Relations Campaigns is widely regarded as one of the best 'how-to' guides for students and practitioners. This fully updated fourth edition features new developments in public relations, including social media, along with new case studies including WRAP's Love Food, Hate Waste campaign; The Sleep Pod Hotel Media Tour; McArthur River Mining; AkzoNobel's Corporate Revolution; the UK Department of Culture, Media & Sport's First World War Centenary Commemorations; and Lanson's campaign for unbiased.co.uk.

About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series consists of accessible, practical introductions to day-to-day public relations practice and management issues. The series' action-oriented approach keeps practitioners' knowledge and skills up to date.

Table Of Contents

    • Chapter - 01: Planning and Managing; the context;
    • Chapter - 02: Public relations in context;
    • Chapter - 03: Starting the planning process;
    • Chapter - 04: Research and analysis;
    • Chapter - 05: Communication theory and setting aims and objectives;
    • Chapter - 06: Knowing the Publics and Messages;
    • Chapter - 07: Strategy and tactics;
    • Chapter - 08: Timescales and resources;
    • Chapter - 09: Knowing what has been achieved: Evaluation and review


A complete, comprehensive, up to date, and thoroughly 'user friendly' course of instruction under one cover, 'Planning and Managing Public Relations Campaigns: A Strategic Approach' is very highly recommended for professional, corporate community, and academic library collections.
Reviewer's Bookwatch, Logan's Bookshelf, Midwest Book Review

This book is well informed and updated with leading edge research and case studies. It's an invaluable guide for both students and practitioners - a must read for those wanting to know about campaign planning in detail.
Tom Watson, Professor of Public Relations, Bournemouth University

Probably the best how-to guide for students and practitioners alike.
Philip Young, Senior lecturer in PR and Media Ethics, University of Sunderland


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Book Details

  • EAN: 9780749468736
  • Edition: 4
  • Published: 3rd December 2015
  • Paperback
  • Dimensions: 234x156
  • 224 pages
  • Series: PR in Practice Series

About the Author

Dr Anne Gregory is a professor of corporate communication and a leading international academic. She is based in the School of Business and Law at the University of Huddersfield. Anne previously spent many years in public relations practice, gaining experience at senior levels both in-house and in consultancy. She remains a consultant and is an advisor at board level to a number of large organizations. Anne is also series editor for the PR in Practice series (published by Kogan Page).

Anne Gregory

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