Operationalising Strategy : An Evaluation of Strategy in Public Relations Campaigns

Xavier, Robina J., Johnston, Kim A., & Patel, Amisha M. (2005) Operationalising Strategy : An Evaluation of Strategy in Public Relations Campaigns. In Purchase, Sharon (Ed.) Australia New Zealand Marketing Academy Conference, December 3-5 2005, Fremantle, Australia.

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In public relations planning, strategy plays a critical role in determining how organisations respond to and manage environmental relationships and demands. However, despite extensive international research into the planning elements of research, objective setting, and evaluation techniques, research into practitioner application of public relations strategy is limited. This exploratory study seeks to provide an empirical foundation for understanding practitioner use of public relations strategy by analysing 106 Public Relations Institute of Australia (PRIA) Golden Target Award submissions from 1997 to 2001. The sample demonstrated attention to both communication and action components of strategy, however, there was little evidence for a preference between singular or multiple strategy approaches. No consensus appeared on the use or non use of message strategy, however, specific channels and combinations of channels were favoured, as was the specification of tactics within strategy statements. This study’s outcomes suggest that practitioners need a greater awareness of the key components of strategy in order to strengthen their strategy statements and differentiate their approaches, while demonstrating their effectiveness in achieving organisational outcomes. The findings are significant to marketing communication strategy development given the contribution of public relations to this area.

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ID Code: 10024
Item Type: Conference Paper
Refereed: Yes
Additional Information: The contents of this conference can be freely accessed online via the conference’s web page (see hypertext link).
Additional URLs:
Keywords: strategy, public relations, marketing communication, campaigns
ISBN: 064645546X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2005 ANZMAC
Deposited On: 10 Oct 2007 00:00
Last Modified: 03 Mar 2011 05:43

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