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1、AManager'sGuidetoPRProjectsAPracticalApproachLEA'SCOMMUNICATIONSERIESJenningsBryant/DolfZillmann,GeneralEditorsSelectedtitlesinPublicRelations(JamesGrunig,AdvisoryEditor)include:Austin/Pinkleton•StrategicPublicRelationsManagement:PlanningandManagingEffe
2、ctiveCommunicationProgramsCulbertson/Chen•InternationalPublicRelations:AComparativeAnalysisDozier/Grunig/Grunig•Manager'sGuidetoExcellenceinPublicRelationsandCommunicationManagementFearn-Banks•CrisisCommunications:ACasebookApproach,SecondEditionGrunig•E
3、xcellenceinPublicRelationsandCommunicationManagementLedingham/Bruning•PublicRelationsasRelationshipManagement:ARelationalApproachtotheStudyandPracticeofPublicRelationsLerbinger•TheCrisisManager:FacingRiskandResponsibilityForacompletelistoftitlesinLEA'sC
4、ommunicationSeries,pleasecontactLawrenceErlbaumAssociates,Publishersatwww.erlbaum.comAManager'sGuidetoPRProjectsAPracticalApproachPatriciaJ.ParsonsMountSaintVincentUniversityLAWRENCEERLBAUMASSOCIATES,PUBLISHERSMahwah,NewJerseyLondonCamerareadycopyforthi
5、sbookwasprovidedbytheauthor.Copyright©2003byLawrenceErlbaumAssociates,Inc.Allrightsreserved.Nopartofthisbookmaybereproducedinanyform,byphotostat,microform,retrievalsystem,oranyothermeans,withoutpriorwrittenpermissionofthepublisher.LawrenceErlbaumAssocia
6、tes,Inc.,Publishers10IndustrialAvenueMahwah,NJ07430CoverdesignbyKathrynHoughtalingLaceyLibraryofCongressCataloging-in-PublicationDataParsons,PatriciaJ.Amanager'sguidetoPRprojects:apracticalapproach/byPatriciaJ.Parsons.p.cm.Includesbibliographicalreferen
7、cesandindex.ISBN0-8058-4547-X(pbk.:alk.paper)1.Publicrelations—Management.I.Title.HD59.P3552003659.2—dc212003040857CIPBookspublishedbyLawrenceErlbaumAssociatesareprintedonacid-freepaper,andtheirbindingsarechosenforstrengthanddurability.PrintedintheUnite
8、dStatesofAmerica10987654321ContentsContentsPreface,vii.Chapter1BeforeWeBegin,1Definingpublicrelations,2Usingthisbook,3DefiningManagement,3Defining"projects,"4Publicrelationsprocess:Afewdetails,4Onward!,7Chapter2TheResearchPhase,9
