As the CIPR/Kogan Page book series reaches its 25th anniversary, the 5th edition of its flagship book is launched just in time for this year’s Christmas stocking.
Planning and Managing Public Relations Campaigns has had a major makeover and is now a larger textbook with illustrations and support materials on a dedicated website. Written by former CIPR President, Professor Anne Gregory, the book provides a blueprint for success with its twelve step plan covering all the essential elements for planning, implementing and evaluating campaigns large or small.
Widely recognised across the world as one of the best ‘how to guides’ for practitioners of any seniority, the book includes vital areas such as the importance of context, research and analysis, setting objectives, strategy and tactics, timescales and resources and the all-important area of evaluation. However, this is more than a ‘how to guide’. The book also discusses the strategic role of public relations within organisations and impact it can have when done well.
Covering all the contemporary advances in the industry such as disruption in business, on-line influencers, big data and new perspectives on evaluation, the book is peppered with new case studies from the private, public and not for profit sectors. MacDonalds, Proctor & Gamble, World Health Organisation and the UK Government all feature to demonstrate progress in the profession and good practice in campaign planning and implementation.
Says Professor Gregory on the launch of the new edition: “For me, planning and managing campaigns has always been at the heart of what we do, but the changes that we’ve seen since I wrote the first edition have been phenomenal: no social media or big data then. The public relations profession has always been at the forefront of change and I’ve been reflecting on this while writing this new edition. We’re making a lot of progress, but we have much more to do, including embracing Artificial Intelligence and stepping up to the plate on some of the ethical challenges facing our profession and the communication world. I discuss some of these issues in the book too.
“I’d add that the work we do becomes more and more important in the complex and turbulent times in which we live. Just think of the communication campaigns around Covid 19 and it’s plain to see that doing the job well is crucial. We’re about to see the battle for truth over vaccination right now. Yes, public relations can be a matter of life and death and we need competent communicators conducing ethical campaigns that make a difference. If this book helps that to happen, I’ll be a very happy woman”.
Planning and Managing Public Relations Campaigns is endorsed by incoming CIPR President Mandy Pearce who says: “This is the one book I would recommend to every PR practitioner I know”. Two former CIPR Presidents also add their support with Sarah Pinch saying: “Read this. Refer to it. Put it on your desk” and Stephen Waddington adding: “A book to return to regularly in daily practice”.
The book is out now and available in book shops and from the usual on-line book sellers, but CIPR members can get a 25% discount by buying directly from CIPR series publisher Kogan Page via this link: www.koganpage.com/cipr-members, use code CIPR25.
Happy Christmas reading!