Planning, Implementing, and Evaluating Targeted Communication Programs

This book is well documented, well written, well researched and is up-to-date. It is non-sexist. It is more than a `manual for business communicators.' It is more than a book of `how to's.' And it is more than a book of do's and don'ts. The authors and contributors skillfully draw upon a broad range of social sciences literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationship between communication theory and practice. Beyond that, they offer clear guidelines for effective public communication. Public Relations ReviewThis book discusses the strategy of targeted communication and explains the steps necessary to plan and implement an effective information program. Selnow and Crano both place their recommendations in a communication theory and research perspective and show them to have practical application in real-world programs. They deal not only with the how to's, but with the why's as well.

"The book by Selnow and Crano, in essence, advances the Lesly thesis by noting the logic and practical utility of beginning the (communication) process by considering the receiver'. The authors effectively guide the business communicator toward comprehending the pristine importance of audience feedback data (gathered through research) as the nucleus of communication programs.... This book is well documented, well written, well researched and is up-to-date. It is non-sexist. It is more than a manual for business communicators.' It is more than a book of how to's.' And is more than a book of do's and dont's.... [The] authors and contributors skillfully draw upon a broad range of social science literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationships between communication theory and practice. Beyond that, they offer clear guidelines for effective public communication. Practitioners, scholars and graduate students in marketing and communication, as well as candidates for the accreditation examinations of the PRSA and IABC, will find this book a good read."-Public Relations Review, ?The authors effectively guide the business communicator toward comprehending the pristine importance of audience feedback data (gathered through research) as the nucleus of communication programs. They then suggest that because there is no single message which has the same theme to the entire population, business communicators must use feedback information to identify and learn about subgroups which will become the targets of their directed, tailored or specialized communication. . . . The unusually perceptive and detailed strategies for planning, implementing, and evaluating targeted communications programs are presented with an emphasis on the four-step public-relations process. That is, audience assessment programs to determine the current status of a public issue, program planning techniques, integrated mass media/interpersonal channels for program communication, and techniques of program evaluation. Public relations practitioners, marketing research specialists, and other communicators interested in developing programs, in selecting appropriate media, in drawing mass media audiences into the interpersonal phase of a program, and in evaluating public campaigns will find this book particularly resourceful. . . . This book is well documented, well written, well researched, and is up-to-date. It is more than a manual for business communicators.' It is more than a book of ho to's.' And it is more than a book of do's and don'ts. The authors and contributors skillfully draw upon a broad range of social sciences literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationships between communication theory andpractice. Beyond that, they offer clear guidelines for effective public communication.?-Public Relations Review, ?The book by Selnow and Crano, in essence, advances the Lesly thesis by noting the logic and practical utility of beginning the (communication) process by considering the receiver'. The authors effectively guide the business communicator toward comprehending the pristine importance of audience feedback data (gathered through research) as the nucleus of communication programs.... This book is well documented, well written, well researched and is up-to-date. It is non-sexist. It is more than a manual for business communicators.' It is more than a book of how to's.' And is more than a book of do's and dont's.... [The] authors and contributors skillfully draw upon a broad range of social science literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationships between communication theory and practice. Beyond that, they offer clear guidelines for effective public communication. Practitioners, scholars and graduate students in marketing and communication, as well as candidates for the accreditation examinations of the PRSA and IABC, will find this book a good read.?-Public Relations Review, "The authors effectively guide the business communicator toward comprehending the pristine importance of audience feedback data (gathered through research) as the nucleus of communication programs. They then suggest that because there is no single message which has the same theme to the entire population, business communicators must use feedback information to identify and learn about subgroups which will become the targets of their directed, tailored or specialized communication. . . . The unusually perceptive and detailed strategies for planning, implementing, and evaluating targeted communications programs are presented with an emphasis on the four-step public-relations process. That is, audience assessment programs to determine the current status of a public issue, program planning techniques, integrated mass media/interpersonal channels for program communication, and techniques of program evaluation. Public relations practitioners, marketing research specialists, and other communicators interested in developing programs, in selecting appropriate media, in drawing mass media audiences into the interpersonal phase of a program, and in evaluating public campaigns will find this book particularly resourceful. . . . This book is well documented, well written, well researched, and is up-to-date. It is more than a manual for business communicators.' It is more than a book of ho to's.' And it is more than a book of do's and don'ts. The authors and contributors skillfully draw upon a broad range of social sciences literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationships between communication theory andpractice. Beyond that, they offer clear guidelines for effective public communication."-Public Relations Review

GARY W. SELNOW is Associate Professor of Communication Studies at Virginia Polytechnic Institute and State University and Director of Insight Research Associates, a public opinion and survey research firm.WILLIAM D. CRANO is Professor of Psychology and Director of the Public Policy Resources Laboratory at Texas A&M University.