Cases in Public Relations Strategy

From Burton St. John III, Diana K. Martinelli, Robert S. Pritchard, and Cylor Spaulding, Cases in Public Relations Strategy 1st Edition draws on original, real-world case studies to introduce a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Objectives, Programming, and Evaluation) model, students will explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client--whether they are big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. The cases in each area are each presented with a brief introduction focused on fundamentals and core competencies, and the 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 will give students the knowledge and skills they need to launch their careers in the PR field.

Features and Benefits:

·         Introduces key concepts and skills in Public Relations with 30 original, contemporary case studies drawn from the real world

·         Emphasizes the popular and contemporary RACE model for building PR campaigns

·         Organized around strategic arenas within the profession (i.e. heath communication, issue advocacy, etc.) rather than skill-set areas, demonstrating how various strategies and tactics are adapted to meet the needs of various clients.

·         Emphasizes strategy and strategic thinking, not just individual tactics.

·         Unique client-oriented focus shows that Public Relations is not “one size fits all:” the selection of cases draws from a wide range of clients in core PR areas to show how PR strategy must be adjusted for a variety of client types

·         RACE Pit Stop sections features discussion items, trend line information, and comments from professional observers suggest ways for the student to integrate key findings from the case studies into their own PR work.