Strategic Planning for Public Relations / Edition 1

Strategic Planning for Public Relations / Edition 1

by Ronald D. Smith
     
 

ISBN-10: 0805842330

ISBN-13: 9780805842333

Pub. Date: 03/01/2002

Publisher: Taylor & Francis

"Complete with clear explanations, relevant examples, and practical exercises, this text identifies and discusses the various decision points and options in the development of a communication program. Both classic public relations situations and current, timely events are presented in cases and examples throughout. This second edition offers new examples and updates…  See more details below

Overview

"Complete with clear explanations, relevant examples, and practical exercises, this text identifies and discusses the various decision points and options in the development of a communication program. Both classic public relations situations and current, timely events are presented in cases and examples throughout. This second edition offers new examples and updates on research, and provides new discussion on critical topics in today's public relations practice, including stereotyping and statistics." As a classroom text or a resource for professional practice, this volume provides a model that can be adapted to it specific circumstances and used to improve effectiveness and creativity in communication planning. It serves as an accessible and understandable guide to field-tested procedures, offering practical insights that apply to public relations campaigns and case studies coursework.

Product Details

ISBN-13:
9780805842333
Publisher:
Taylor & Francis
Publication date:
03/01/2002
Edition description:
Older Edition
Pages:
408
Product dimensions:
7.46(w) x 9.22(h) x 0.73(d)

Related Subjects

Table of Contents

Step 1Analyzing the situation17
Step 2Analyzing the organization29
Step 3Analyzing the publics42
Step 4Establishing goals and objectives69
Step 5Formulating action and response strategies82
Step 6Using effective communication117
Step 7Choosing communication tactics157
Step 8Implementing the strategic plan217
Step 9Evaluating the strategic plan237

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