000			02204nam a22002897a#4500
001			822077
007			tz
008			160712t2015 th ||||| |||| 00| 0 eng d
020			_a9780415517690
049			_aPIMLIB
050			_aHD59 _b.A977
100			_aAustin, Erica Weintraub _946992
245			_aStrategic public relations management: planning and managing effective communication programs
250			_aThird edition
260			_aNew York ; London : _bRoutledge, Taylor & Francis Group, _c2015. _946704
300			_a389 p
449			_aNew Arrivals-Jul.2016
520			_a"Strategic Public Relations Management features an applied approach to evidence-based, strategic public relations management. It emphasizes understanding audiences through research and demonstrates success through quantitative evaluation methods. It presents a scientific approach that helps future and current practitioners understand and communicate the value of public relations to others, using performance metrics to demonstrate return on investment. New to the third edition: - New examples on the effective use of digital communication and online research tools; - Updated guidance on researching using digital tools and social media; - New examples that provide a more accessible pathway to real-world application. In addition to these new features, the book covers: - Creating a framework for planning; - Up-to-date research tools and how to develop a research plan; - Gathering useful data for strategic guidance; - Real-world examples that provide readers with realistic cases and situations; - Applying theory to professional practice. The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout the book"--
650			_aPublic relations _95119
650			_aStrategisch management. _946997
690			_a0041 นิเทศศาสตรบัณฑิต วิชาเอกการสื่อสารองค์กรและแบรนด์ CB (ป.ตรี) _9122
700			_aPinkleton, Bruce E. _946993
942			_cBK
988			_c822077
998			_abenjamad
999			_c822077 _d822077