Abstract
This book deals with the planning processes of a series of public relations (PR) campaigns. One of the most noteworthy and discriminating characteristics of this book, as the title suggests, is that buzz factors are discussed and reflected in the suggested overall planning process of PR. The target audience of this book is small- and medium-sized companies and small businesses with little capital compared with large businesses. Russell Lawson, the author of this book, has performed as a marketing, advertising, and PR expert for small businesses in Britain for a long time. Based on the experience and intuition he obtained in the process, he introduces strategies and techniques that can be effectively used by small- and medium-sized businesses with otherwise insufficient PR human resources and capital. In March 2012, the American Public Relations Association revised the definition of PR it had made 30 years ago in 1982. The term was newly defined as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics” factoring in relationships, strategies, and communications. In a similar context, the author emphasizes the effective management of relationships and communications.
Published Version
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