Strategic Planning for Public Relations

ISBN-10: 041550676X
ISBN-13: 9780415506762
Edition: 4th 2013 (Revised)
Authors: Ronald D. Smith
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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  More...

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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: 2.310
Language: English

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.

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

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