This book is designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of planning theory to real life scenarios to present a practical approach for planning a successful campaign.

The first half of the book provides the foundations on which successful campaigns are built: theory, research and evaluation. This leads into an exploration of a series of contemporary campaigns that highlight specialist areas of public relations practice in Australia and New Zealand. This provides an inside view, mapping the elements of the campaign step by step and enables an understanding of how a successful campaign is built. There is also a focus on campaign analysis, comparing and contrasting competing interests and an exploration of campaign impact.

• Case studies throughout. Assorted examples from Australia, New Zealand and South East Asia
• Experienced contributors from universities around Australia

1. Introduction to Public Relations Campaigns – Mark Sheehan

2. Overview of Twentieth-century Campaigns  – Mark Sheehan

3. Overview of Contemporary Public Relations Theory – Bronwyn Kirby

4. Understanding Research: Metholody and Terminology - Mark Sheehan

5. Campaign Evaluation – Deirdre Quinn-Allan

6. Community Relations: Gateways Support Services 2005-06 – Dr. Kristin Demetrious

7. Stakeholder Engagement: The Wivenhoe Dam Upgrade Project - Robina Xavier

8. Internal Communication: Improving Productivity and Morale at AMP - Donald Alexander

9. Financial Public Relations: Domino's Pizza and Elders Rural Bank - Dr Joy Chia and Robina Xavier

10. Marketing Public Relations: Launching FUndies - Dr Gwyneth V.J. Howell and Dr Katherine Mizerski

11. Strategic Events: New Zealand's Bid to Host the Rugby World Cup 2011 - Joseph Peart

12. Risk Communication: The Toowoomba Water Fight - Chris Galloway

13. Issues and Crisis Management: James Hardie Industries - Dr Gwyneth V.J. Howell

14. Emergency Crisis Communication: Returning Power to Collinsville - Robina Xavier

15. Media Relations: Avian Influenza and the Press - Dr Richard C. Stanton

Mark Sheehan – Associate Head of School (Regional and Development), School of Communication & Creative Arts, Deakin University

Robina Xavier – Acting Head of School, School of Advertising Marketing and Public Relations, Queensland University of Technology