| Description |
vii, 280 pages : illustrations ; 24 cm |
| Contents |
1. Public Relations in the Twenty-First Century: Bridging Yesterday and Tomorrow -- 2. Public Relations and Technology: Choices and Challenges -- 3. Ethical and Legal Concerns: Doing What's Right -- 4. Campaign Components: Links in the Communication Chain -- 5. Research and Theories: Navigating the Journey -- 6. Strategic Planning: Beginning with a Road Map and Compass -- 7. Setting Objectives and Creating the Plan: Getting from Here to There ... on Time -- 8. Internal vs. External Executions: Bringing the Bull's-Eye into Focus -- 9. The Product Campaign: Helping Make the Cash Register Ring -- 10. The Issues Campaign: Managing Molehills before They Become Mountains -- 11. The Information Campaign: Does Smokey the Bear Practice Safe Sex? -- 12. The Special Event Campaign: If You Plan It, They Usually Come -- 13. The Crisis Campaign: Have You Practiced Your Fire Drill Lately? -- 14. International and Intercultural Realities: Living in a Global Village -- 15. Campaign Analysis and Measurement: Has Anyone Seen My Yardstick? |
| Bibliography |
Includes bibliographical references (pages 265-273) and index |
| Subject |
Public relations.
|
| Author |
Artigue, Ray J.
|
| LC no. |
99048412 |
| ISBN |
0205158153 |
|
