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.

Health Communication

Health Communication

Among the specialties in public relations, health communication is one of the most rapidly growing. This area can encompass communication for a variety of organizations within the health care industry—from a government organization such as the Centers for Disease Control and Prevention to pharmaceutical companies or even a hospital or nonprofit advocacy organization. While some advocacy and nonprofit organizations only focus on one major health concern (e.g., cancer), others, such as pharmaceutical companies and hospitals, have a broader focus, and they may be expected to be well versed about more than one health issue.

Health communication also touches other communication specialties such as investor relations and community relations. Thus, practitioners may find themselves performing several different public relations functions with an emphasis ...

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