Synopses & Reviews
Primarily using Public Relations Society of America award-winning cases, PUBLIC RELATIONS CASES, Ninth Edition, presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (Research, Objectives, Programming, and Evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model, where clearly defined objectives are based on sound research and good audience analysis, followed by creative tactics that are evaluated for their effectiveness.
About the Author
Jerry A. Hendrix, Ph.D., is Professor Emeritus at American University, Washington, D.C., where he taught for thirty-seven years. He is an accredited member of the Public Relations Society of America.Darrell C. Hayes is an assistant professor at American University?s School of Communications in Washington, D.C. In addition to his teaching experience, he has more than fifteen years of work experience with technology firms, nonprofit associations, and as a government communication manager. He is an accredited member of the Public Relations Society of America.
Table of Contents
'\'\\\"The variety of cases assures that at least one section will attract the interest of every student, possibly encouraging him or her to consider specializing in that area.\\\"\\\"It fit the needs of the case studies course and gives broad application to the various types of public relations practice as well as a chance for students to understand real case examples.\\\"\\\"The use of the ROPE theory throughout the book provides students with an integrated look at home to develop campaigns and how to analyze PR work. I also appreciate the clear explication of output and impact objectives, a very useful concept that helps students understand the business side of PR.\\\"\\\"It provides real cases that show innovation and which can be studied for application in real situations.\\\"\\n
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