Strategic Planning for Public Relations

by Ronald D. Smith

Overview

This innovative and popular text provides a clear pathway to developing public relations campaigns and other types of strategic communication. Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step unfolding of the strategic campaign process used in public relations practice. Drawing from his experience in professional practice and in the classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical planning, and plan evaluation phases of the process.

Offering clear explanations, relevant examples, and practical exercises, this text identifies and discusses the decision points and options in the development of a communication program. The cases and examples included here explore classic real-world public relations situations as well as current, timely events. This fourth edition highlights the results of new research studies on opinions and practices within the discipline, and adds overviews of several award-winning public relations campaigns.

As a classroom text or a resource for professional practice, this volume provides a model that can be adapted to fit 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:	9780415506762
Publisher:	Taylor & Francis
Publication date:	12/28/2012
Edition description:	Revised
Pages:	560
Product dimensions:	7.30(w) x 9.20(h) x 1.10(d)

About the Author

Ronald D. Smith is Professor of Public Communication and former Chair of the Communication Department at Buffalo State (SUNY). He currently serves as interim Associate Dean of the School of Arts and Humanities. He is an accredited member of the Public Relations Society of America.

Table of Contents

Phase One - FORMATIVE RESEARCH

Step 1: Analyzing the Situation

Step 2: Analyzing the Organization

Step 3: Analyzing the Publics

Phase Two - STRATEGY

Step 4: Establishing Goals and Objectives

Step 5: Formulating Action and Response Strategies

Step 6: Developing the Message Strategy

Phase Three - TACTICS

Step 7: Selecting Communication Tactics

Step 8: Implementing the Strategic Plan

Phase Four - EVALUATION RESEARCH

Step 9: Evaluating the Strategic Plan

Appendixes

A – Applied Research

B – Ethical Standards

C – Sample Campaigns

D – Effective Media Engagement

Glossary

Citations and Recommended Readings

Editorial Reviews

“Strategic Planning for Public Relations is a crucial text for students entering the industry and seeking a future in managing the relationship between organizations and the public. Through valuable case studies, Smith guides the reader through the steps of the planning process and provides helpful tips and tools to become a master practitioner. This book should be mandatory reading for every student and early-career practitioner.” – Alison N. Novak, Assistant Professor, Rowan University

“Professor Smith’s Strategic Planning for Public Relations has been one of my go-to textbooks when I teach the public relations campaigns course. It is exciting to see the 6th edition, which further illustrates the essential role of research in the process of problem solving and strategic decision making with real-world examples, classic cases and current events. This book equips students and practitioners with essential knowledge and tools to counsel their organizations or clients on managing changes and conducting effective strategic communications.” – Yan Jin, Professor of Public Relations, University of Georgia

“Strategic Planning for Public Relations is a crucial text for students entering the industry and seeking a future in managing the relationship between organizations and the public. Through valuable case studies, Smith guides the reader through the steps of the planning process and provides helpful tips and tools to become a master practitioner. This book should be mandatory reading for every student and early-career practitioner.” – Alison N. Novak, Assistant Professor, Rowan University

“Professor Smith’s Strategic Planning for Public Relations has been one of my go-to textbooks when I teach the public relations campaigns course. It is exciting to see the 6th edition, which further illustrates the essential role of research in the process of problem solving and strategic decision making with real-world examples, classic cases and current events. This book equips students and practitioners with essential knowledge and tools to counsel their organizations or clients on managing changes and conducting effective strategic communications.” – Yan Jin, Professor of Public Relations, University of Georgia

From the Publisher