Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field. Give your students the SAGE edge! SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/stjohn.
Chapter 3: Integrated Communication
Integrated communication focuses on how public relations strategies and tactics work within, and complement, a wider mix of marketing, advertising, and public information messages. In this regard, public relations attempts to make these various components work together seamlessly so that an organization can present a complete, reliable, and believable message that aligns with stakeholders’ interests and desires.
The cases in this chapter show this kind of integration at work. The CLOROX® Ick Awards campaign used a combination of humor and social media to amplify the continuing importance of a well-established product. The Optical Society reached out to its stakeholders through multiple platforms to celebrate its centennial year. Finally, the Greater Fort Lauderdale Convention and Visitors Bureau tied its efforts into both ongoing ...