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Strategic Public Relations Management features an applied approach to evidence-based, strategic public relations management. It emphasizes understanding audiences through research and demonstrates success through quantitative evaluation methods. The volume presents a scientific approach that helps future and current practitioners understand and communicate the value of public relations to others, using performance metrics to demonstrate return on investment.New to the third edition:New examples on the effective use of digital communication and online research tools;Updated guidance on researching using digital tools and social media;New examples that provide a more accessible pathway to real-world application.In addition to these new features, the book covers:Creating a framework for planning;Up-to-date research tools and how to develop a research plan;Gathering useful data for strategic guidance;Real-world examples that provide readers with realistic cases and situations;Applying theory to professional practice.The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout.