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Putting strategy front and center, this public relations writing
textbook coaches students to readiness for a career as an effective
strategic communicator. The book focuses on the strategic aspect of
public relations writing that distinguishes it from other writing,
such as journalistic or academic. It highlights the essential types
of writing necessary for effective public relations in multiple
media channels, demonstrated by contemporary cases direct from
practitioners working today. Overviews of the various tactical
formats that must be mastered for powerful, strategic public
relations-ranging from social media posts and website updates to
podcasts, speeches and infographics-prepare students to be
effective and up-to-date professionals. Full of examples and
exercises, the book's strength is in its practical utility for
career preparation and success. This text is suited to public
relations writing courses at the undergraduate and postgraduate
level, particularly those with a focus on strategy or that combine
strategy and writing into one course. Online resources include
chapter outlines; a testbank; sample homework, paper and
portfolio-building assignments; and lecture slides. They can be
accessed at www.routledge.com/ 9781032163871.
Putting strategy front and center, this public relations writing
textbook coaches students to readiness for a career as an effective
strategic communicator. The book focuses on the strategic aspect of
public relations writing that distinguishes it from other writing,
such as journalistic or academic. It highlights the essential types
of writing necessary for effective public relations in multiple
media channels, demonstrated by contemporary cases direct from
practitioners working today. Overviews of the various tactical
formats that must be mastered for powerful, strategic public
relations-ranging from social media posts and website updates to
podcasts, speeches and infographics-prepare students to be
effective and up-to-date professionals. Full of examples and
exercises, the book's strength is in its practical utility for
career preparation and success. This text is suited to public
relations writing courses at the undergraduate and postgraduate
level, particularly those with a focus on strategy or that combine
strategy and writing into one course. Online resources include
chapter outlines; a testbank; sample homework, paper and
portfolio-building assignments; and lecture slides. They can be
accessed at www.routledge.com/ 9781032163871.
The public relations industry is undergoing a revolution in using
data to define promotional programs, to measure influence and to
address the needs of clients with more precision than ever.
Applying tools that range from online surveys to social-media
listening to applying big data with sophisticated algorithms,
today's PR professionals are data-driven in virtually everything
they do. Data-Driven Public Relations Research is the first book
for PR students and practitioners to offer an overview of these new
practices as well as a glimpse into the future of these new
applications, including "big data" and some of the applications
from real-world PR campaigns and strategic planning. It includes
contemporary cases involving brand name companies who are blazing
new trails in the use of metrics in public relations. This book
presents a practical, accessible approach that requires no prior
training or experience, with easy to follow, step-by-step
measurement examples from existing campaigns. Using Excel, the book
enables readers to export lessons from the classroom to the office,
where use of statistical packages is rare and can give PR
practitioners the advantage over competitors. This pragmatic
approach helps readers apply metrics to PR problems such as:
Finding the best target audiences Understanding audience
communication needs and preferences How best to present research
outcomes How to manage major projects with specialized research
firms. Accompanying electronic resources for the book include
sample answers to the book's discussion questions, PowerPoint
lecture slides for instructors and sample research exercises using
Excel.
The public relations industry is undergoing a revolution in using
data to define promotional programs, to measure influence and to
address the needs of clients with more precision than ever.
Applying tools that range from online surveys to social-media
listening to applying big data with sophisticated algorithms,
today's PR professionals are data-driven in virtually everything
they do. Data-Driven Public Relations Research is the first book
for PR students and practitioners to offer an overview of these new
practices as well as a glimpse into the future of these new
applications, including "big data" and some of the applications
from real-world PR campaigns and strategic planning. It includes
contemporary cases involving brand name companies who are blazing
new trails in the use of metrics in public relations. This book
presents a practical, accessible approach that requires no prior
training or experience, with easy to follow, step-by-step
measurement examples from existing campaigns. Using Excel, the book
enables readers to export lessons from the classroom to the office,
where use of statistical packages is rare and can give PR
practitioners the advantage over competitors. This pragmatic
approach helps readers apply metrics to PR problems such as:
Finding the best target audiences Understanding audience
communication needs and preferences How best to present research
outcomes How to manage major projects with specialized research
firms. Accompanying electronic resources for the book include
sample answers to the book's discussion questions, PowerPoint
lecture slides for instructors and sample research exercises using
Excel.
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