Strategic Planning for Public Relations

Strategic Planning for Public Relations

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This innovative and popular text provides a clear pathway to understanding 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 public relations situations as well as current, timely events. This third edition includes expanded discussions of ethics, diversity, and technology integrated throughout the text, and has a new appendix addressing media training for clients.

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.
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Product details

  • Paperback | 456 pages
  • 190 x 234 x 22.86mm | 794g
  • London, United Kingdom
  • English
  • New edition
  • 3rd New edition
  • Following Becoming a Public Relations Writer
  • 0415994225
  • 9780415994224
  • 214,960

Table of contents


Relationship Management
Strategic Communication
Integrated Communication
Strategic Public Relations
Effective Creativity

Phase One: Formative Research

Step 1: Analyzing the Situation

Public Relations and Ethics
Planning Example 1: Analyzing the Situation
Checklist 1: Public Relations Situation

Step 2: Analyzing the Organization

Internal Environment
Public Perception
External Environment
Planning Example 2: Analyzing the Organization
Checklist 2A: Internal Environment
Checklist 2B: Public Perception
Checklist 2C: External Environment

Step 3: Analyzing the Publics

Key Publics
Strategic Planning Example 3A: Identifying Publics
Checklist 3A: Publics
Analyzing Key Publics
Rethinking Your Publics
Benefit Statement
Planning Example 3B: Analyzing Key Publics
Checklist 3B: Key Publics

Phase Two: Strategy

Step 4: Establishing Goals and Objectives

Organizational Goals
Planning Example 4: Establishing Goals and Objectives
Checklist 4: Goals and Objectives

Step 5: Formulating Action and Response Strategies

Proactive Public Relations Strategies
Reactive Public Relations Strategies
Planning Example 5: Formulating Action and Response Strategies
Checklist 5: Action and Response Strategies

Step 6: Designing Effective Communication

Communication Process
Rhetorical Tradition
Planning Example 6A: Selecting Message Sources
Checklist 6A: Message Sources
Logos: Appealing to Reason
Pathos: Appealing to Sentiment
Planning Example 6B: Determining Message Appeals
Planning Checklist 6B: Message Appeals
Verbal Communication
Nonverbal Communication
Planning Example 6C: Planning Verbal/Nonverbal Communication
Checklist 6C: Planning Verbal/Nonverbal Communication
Branding the Strategic Message

Phase Three: Tactics

Step 7: Selecting Communication Tactics

Interpersonal Communication Techniques
Planning Example 7A: Selecting Interpersonal Communication Tactics
Checklist 7A: Interpersonal Communication Tactics
Organizational Media Tactics
Planning Example 7B: Selecting Organizational Media Tactics
Checklist 7B: Organizational Media Tactics
News Media Tactics
Planning Example 7C: Selecting News Media Tactics
Checklist 7C: News Media Tactics
Advertising and Promotional Media Tactics
Planning Example 7D: Selecting Advertising and Promotional Tactics
Checklist 7D: Advertising and Promotional Tactics
Packaging Communication Tactics
Planning Example 7E: Packaging the Communication Tactics
Checklist 7E: Packaging Communication Tactics

Step 8: Implementing the Strategic Plan

Campaign Plan
Campaign Schedule
Campaign Budget
Planning Example 8: Implementing the Strategic Plan
Checklist 8: Implementing the Strategic Plan

Phase Four: Evaluation Research

Step 9: Evaluating the Strategic Plan

What to Evaluate
When to Evaluate
How to Evaluate
Data Analysis and Reports
Planning Examples 9: Evaluating the Strategic Plan
Checklist 9: Evaluating the Strategic Plan

Appendix A: Applied Research Techniques

Appendix B: Ethical Standards

Appendix C: Sample Campaigns

Appendix D: Effective Media Engagement


Citations and Recommended Readings
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About Ronald D. Smith

Ronald D. Smith APR is a professor of public communication at Buffalo State College, the largest college within the State University of New York, where he teaches public relations planning, writing, and related topics to undergraduate and graduate students. Prior to his work as an educator, he spent 10 years as a public relations director and eight years as a newspaper reporter and editor. He is active as a consultant in public relations and strategic communication, assisting businesses and nonprofit organizations with planning, research, communication management and media training.

In addition to Strategic Planning for Public Relations, Smith also is the author of Becoming a Public Relations Writer (3rd edition 2008, Routledge) and co-author of MediaWriting (2nd edition 2009, Routledge) with W. Richard Whitaker and Janet E. Ramsey.
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101 ratings
3.76 out of 5 stars
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3 25% (25)
2 9% (9)
1 2% (2)
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