Developing the Public Relations Campaign (3rd Edition)

A practical, easy-to-follow approach to public relations

Written for students taking advanced courses in public relations, the book takes a team project approach to learning about the field. The book introduces a three-step process—the PIE chart—that more accurately reflects the campaign development process used in the real world.  Exercises and case studies in every chapter guide students through the development of their own public relations campaigns.

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Learning Goals

Upon completing this book, readers will be able to:  

• Develop their own public relations campaigns
• Apply public relations skills to the real world
• Understand how to apply communication theories to public relations

• Guerrilla P.R. 2.0: Wage an Effective Publicity Campaign without Going Broke
• Effective Crisis Communication: Moving From Crisis to Opportunity
• Public Relations
• Introducing Communication Research: Paths of Inquiry
• Strategic Planning for Public Relations
• Public Relations Writing: Strategies & Structures
• Mass Media Law
• Cases in Public Relations Management
• Public Relations Cases
• Cutlip and Center's Effective Public Relations (11th Edition)