Strategic Planning for Public Relations

Name: Strategic Planning for Public Relations
Price: 3.68 USD
Availability: InStock
ISBN: 9780415506762

ISBN-10: 041550676X

ISBN-13: 9780415506762

Edition: 4th 2013 (Revised)

Authors: Ronald D. Smith

List price: $39.99

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Description:

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…

Book details

List price: $39.99
Edition: 4th
Copyright year: 2013
Publisher: Taylor & Francis Group
Publication date: 2/6/2013
Binding: Paperback
Pages: 560
Size: 7.50" wide x 9.25" long x 1.00" tall
Weight: 1.980
Language: English

W. Richard Whitaker is Professor Emeritus of Broadcasting at Buffalo State College.Janet E. Ramsey is Professor of Journalism and Associate Vice President of Academic Affairs at Buffalo State College.Ronald D. Smith is Professor of Public Communication and Chair of the Communication Department at Buffalo State College.




Formative Research



Analyzing the Situation



Analyzing the Organization



Analyzing the Publics



Strategy



Establishing Goals and Objectives



Formulating Action and Response Strategies



Developing the Message Strategy



Tactics



Selecting Communication Tactics



Implementing the Strategic Plan



Evaluation Research



Evaluating the Strategic Plan


Appendixes



Applied Research



Ethical Standards



Sample Campaigns



Effective Media Engagement


Glossary


Citations and Recommended Readings