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| Acknowledgements | |
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| About the author | |
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| Planning and managing can be fun! | |
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| Everyone can plan and manage | |
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| Planning in public relations | |
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| The role of public relations in business | |
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| The role of the public relations professional within organisations | |
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| Organising for action | |
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| Who does what in public relations? | |
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| Public relations in context | |
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| Context is vitally important | |
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| Publics Sectoral considerations | |
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| Organisational development - business stage | |
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| Organisational characteristics | |
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| Issues | |
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| Public opinion | |
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| Timescales | |
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| Resources | |
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| Starting the planning process | |
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| Getting in control | |
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| Why planning is important | |
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| Public relations policy | |
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| Basic questions in planning the 10 stages of planning | |
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| Analysis | |
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| The first planning step | |
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| PEST analysis | |
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| Spotting the issues | |
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| SWOT analysis | |
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| What state the stakeholder? | |
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| Who should undertake the research? | |
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| Research techniques | |
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| Investment in research pays - two cases in point | |
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| Setting objectives | |
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| Knowing where you're going | |
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| Attitude is all important | |
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| The communication chain | |
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| Communicating on the Internet | |
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| How 'receivers' use information | |
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| Setting realistic objectives | |
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| Eight golden rules of objective setting | |
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| Constraints on objectives | |
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| Strategic and tactical objectives | |
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| Knowing the publics and messages | |
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| Who shall we talk to and what shall we say? | |
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| What is public opinion? | |
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| Types of public | |
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| So what about the media? | |
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| The implications for targeting publics | |
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| How to select your publics | |
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| What shall we say? | |
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| Determining the messages | |
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| How the message should be presented | |
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| Strategy and tactics | |
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| Getting the strategy right | |
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| What is strategy? | |
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| From strategy to tactics | |
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| What tactics should you employ? | |
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| Different campaigns need different tactics | |
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| Sustaining long-term programmes | |
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| The big 'What if?' - contingency planning | |
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| Timescales and resources | |
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| Timescales | |
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| Critical path analysis | |
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| Longer-term plans | |
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| Resources | |
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| Knowing what you've achieved: evaluation and review | |
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| Measuring success | |
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| The benefits of evaluation | |
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| Why practitioners don't evaluate | |
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| Principles of evaluation | |
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| An evaluation model and some other measures | |
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| Media analysis | |
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| Reviewing the situation | |
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| Help, the strategy's not working! | |
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| External and internal review drivers | |
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| And finally! | |
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| Index | |