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.

Further Views in Public Relations Strategy

Further Views in Public Relations Strategy

Outside of the areas covered in the previous chapters, there are several arenas where public relations operates. This section offers further views on some of those areas including promotion, employee communications, business-to-business communications, public service messaging, and measurement. These efforts reveal that, while not all public relations campaigns necessarily follow a RACE (research, action planning, communication, and evaluation) format, public relations operates best when it is approached in a strategic manner that centers on how the needs and desires of stakeholders must be of the highest consideration.

Make 90 Seconds Last a Month: The Story of the 84 Lumber Super Bowl Commercial

Steve Radick, Vice President, Director of Public Relations, Brunner Inc.

Situation

Founded in 1956, 84 ...

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