Public Relations Campaigns

Paperback | May 22, 2014

EditorMark Sheehan, Robina Xavier

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Public Relations Campaigns is designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of planning theory to real life scenarios to provide a practical approach for planning a successfulcampaign. The first half of the book provides the foundations on which successful campaigns are built: theory, research and evaluation. This leads into an exploration of a series of contemporary campaigns that highlight specialist areas of public relations practice. This provides an inside view, mapping theelements of the campaign step by step and enables an understanding of how a successful campaign is built. There is also a focus on campaign analysis, comparing and contrasting competing interests and an exploration of campaign impact.

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Public Relations Campaigns is designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of planning theory to real life scenarios to provide a practical approach for planning a successfulcampaign. The first half of the book provides ...

Mark Sheehan is Senior Lecturer in Public Relations in the School of Communication and Creative Arts (SCCA) at Deakin University, Australia. He was the founding Postgraduate Course Director of the Master of Arts (Professional Communication) and Associate Head of School - Regional and Development. Since 2006 he has edited the Asia Pacif...

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Format:PaperbackDimensions:288 pages, 9.65 × 7.48 × 0.07 inPublished:May 22, 2014Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195578627

ISBN - 13:9780195578621

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Table of Contents

Preface1. Mark Sheehan: Introduction to Public Relations Campaigns2. Mark Sheehan: Overview of Public Relations Campaigns in Australia3. Bronwyn Kirby: Introduction to Contemporary Public Relations Theory4. Mark Civitella: Understanding Research5. Paul Adams: Third Sector Public Relations: Every Australian Counts-Making the NDIS Real6. Noel Turnbull: Social Marketing: DrinkWise Australia7. Emma Bennett: An NGO Using People Power: GetUp!8. Karen Morath: Internal Communication: Future Ready at La Trobe University9. Mark Sheehan and David Manallack: Public Relations in the Finance Sector: India Equities10. Gwyneth V. J. Howell and Rohan Miller: Marketing Public Relations: Juice it Right11. Chris Galloway and Tony Jaques: Community Risk Issue Activists: Coal Seam Gas in Australia12. Gwyneth V. J. Howell: Issues and Crisis Management: James Hardie Industries13. Robina Xavier: Emergency Crisis Communication: Returning Power to Collinsville14. Ingrid Larkin: Tourism and Public Relations: Bringing Oprah 'Down Under'15. Ingrid Larkin: Crisis Communication and Reputation: Energex and the 2011 Queensland Floods