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 5: Issue Advocacy
Public relations is increasingly taking a larger role in advocating for causes and policy changes. The collection of case studies in this chapter provides insights into the various strategies and tactics that have successfully advocated for change.
The Compassion & Choices and Brittany Maynard case demonstrates the long lead time sometimes necessary to move the needle on important and controversial issues. It also shows the importance of understanding the positions of diverse stakeholders and highlights the critical role of research in identifying the most effective and relevant narrative on an issue. The James W. Foley Legacy Foundation case study points to the importance of social media in identifying and effectively communicating with the correct stakeholders. It also shows how to use big ...