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Strategic Planning for Public Relations

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ISBN-10: 041550676X

ISBN-13: 9780415506762

Edition: 4th 2013 (Revised)

Authors: Ronald D. Smith

List price: $39.99
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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…    
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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: 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
Establishing Goals and Objectives
Formulating Action and Response Strategies
Developing the Message Strategy
Selecting Communication Tactics
Implementing the Strategic Plan
Evaluation Research
Evaluating the Strategic Plan
Applied Research
Ethical Standards
Sample Campaigns
Effective Media Engagement
Citations and Recommended Readings