Strategic Planning for Public Relations

Description

The sixth edition of Strategic Planning for Public Relations offers an innovative and clear approach for students wanting to learn how to develop public relations campaigns. Ron Smith shows how to implement research-driven strategic campaigns, drawing on his experience as a professional in the industry and his teaching in the classroom. He turns complex problem-solving and decision-making processes in strategic communication and public relations into easy-to-follow steps, flexible enough to apply to various situations and organizations in the real world. This new edition includes real-world, diverse examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices, covers award-winning public relations campaigns, and significantly increases information on social media, with a reformatting of the Tactics section to highlight internet-based and social media. As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns. Complementing the book are online resources for both students and instructors. For students: chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For instructors: an instructors’ manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith. Cover Half Title Endorsements Title Page Copyright Page Brief Contents Contents Preface About the Author Cases and Examples Introduction Structure of This Book Organizational Process Strategic Communication Integrated Communication Merging Communication Functions Controversy about Integrated Communication Persuasion and Dialogue Strategic Public Relations Public Relations in the Public Interest Advertising PESO (Paid, Earned, Shared, and Owned Media) State of the Profession Step-by-Step Planning Phase One: Formative Research Step 1: Analyzing the Situation Step 2: Analyzing the Organization Step 3: Analyzing the Publics Phase Two: Strategy Step 4: Setting Goals and Objectives Step 5: Creating 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: Evaluative Research Step 9: Evaluating the Strategic Plan Jargon of Strategic Public Relations Effective Creativity Roadmap to Success Phase One: Formative Research Step 1: Analyzing the Situation Step 2: Analyzing theOrganization Step 3: Analyzing the Publics Phase Two: Strategy Step 4: Setting Goals and Objectives Step 5: Creating 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: Evaluative Research Step 9: Evaluating the Strategic Plan Appendices Appendix A: Applied Research Appendix B: Interviewing Appendix C: Applied Research: Focus Group Appendix D: Applied Research: Survey Appendix E: Applied Research:Content Analysis Appendix F: Media Engagement Appendix G: Crisis Communication Appendix H: The PR 200 Glossary Citations and Recommended Readings Index