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Strategic Communication: The Science Behind the Art

Public Relations is an industry that moves at lightning pace. Few sectors hold responsibility for such a broad remit; from managing reputation to crisis communications, from creating content for multiple channels to supporting the sales team. This book calls on practitioners to make a choice: Hasty, predictable campaigns that tick boxes but never truly exceed expectations, or a more considered approach that accounts for a fully integrated strategic process. What does the book cover: Chapter 1: A brief look at the Barcelona Principles 2.0, and what the 2016 news cycle means for the future of Public Relations. Chapter 2: A deep dive into the world's largest study on reputation, including insight into the relationship between reputation and brand. Chapter 3: Into action - this chapter looks at the fundamental importance of setting the right kinds of goals, and targeting the audiences whose needs you serve. Chapter 4: Here, we look at the pioneering PESO model, created by Arment Dietrich. Campaigns that combine paid, earned, social and owned media are significantly more likely to make an impact on your audience. Chapter 5: The power of planning. By putting the time in upfront to plan out a quarterly or annual calendar, you can ensure that you reach all of your stakeholders throughout the cycle, and that your budget is spent more efficiently. Chapter 6: What do journalists want? We interviewed eight well-known journalists on what they want from Public Relations teams and what their pet hates are. Media Relations still matters, don't miss out on this section! Chapter 7: Successful campaign? Prove it. It is notoriously difficult to measure and evaluate PR campaigns, so this chapter offers a number of different ideas on how to prove you made an impact depending on what type of product or service you're promoting. 'Strategic Communications: The Science Behind the Art' offers readers an insight into the current status of the Public Relations industry, and how those aspiring to success in the sector can differentiate themse

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