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

In this second edition of a text for undergraduate and graduate students, Smith (public communication, Buffalo State College) offers a step-by-step outline of the planning process used most often in public relations practice. He discusses the various decisions and options of developing a communication program, using both classic public relations situations and more

Overview

In this second edition of a text for undergraduate and graduate students, Smith (public communication, Buffalo State College) offers a step-by-step outline of the planning process used most often in public relations practice. He discusses the various decisions and options of developing a communication program, using both classic public relations situations and more current events presented in cases and examples. This second edition offers new examples and provides new discussion on critical topics such as stereotyping and statistics. Annotation ©2004 Book News, Inc., Portland, OR

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

Introduction1
Strategic Communication2
Integrated Communication4
Nine Steps of Strategic Public Relations8
Effective Creativity12
Phase 1Formative Research17
Step 1Analyzing the Situation19
Step 2Analyzing the Organization28
Step 3Analyzing the Publics39
Phase 2Strategy67
Step 4Establishing Goals and Objectives69
Step 5Formulating Action and Response Strategies82
Step 6Using Effective Communication113
Phase 3Tactics151
Step 7Choosing Communication Tactics153
Step 8Implementing the Strategic Plan211
Phase 4Evaluative Research229
Step 9Evaluating the Strategic Plan231
Appendix AApplied Research Techniques255
Appendix BEthical Standards299
Appendix CSample Campaigns309
Index329

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