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Strategic planning for public relations : beginning the journey

Author: Tricia L Hansen-Horn; Adam E Horn
Publisher: New York : Peter Lang, [2014]
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. The book's unique approach to strategy and strategic planning  Read more...

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Document Type: Book
All Authors / Contributors: Tricia L Hansen-Horn; Adam E Horn
ISBN: 9781433120916 1433120917 9781433120923 1433120925
OCLC Number: 862928888
Description: xiv, 254 pages : illustrations ; 23 cm
Contents: The essence of public relations --
Public relations defined as communication and business --
Communication complexity --
Successful public relations as results-driven, ROI-minded business --
Strategy, being strategic, and strategic planning unpacked --
Public relations functions, roles, situations and contexts, and specializations --
Public relations initiatives and choice of medium --
Public relations: digital convergence, access and technology, and integration --
Applying strategic planning.
Responsibility: Tricia Hansen-Horn, Adam E. Horn.
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