Strategic Planning for Public Relations

The seventh edition of Strategic Planning for Public Relations continues its place as a leading text to guide students in developing successful public relations campaigns.

List of contents

Introduction Phase One: Formative Research Step 1. Analyzing the Situation Step 2. Choosing Research Methods Step 3. Analyzing the Organization Step 4. Analyzing the Publics Phase Two: Strategy Step 5. Creating Positioning Statements, Goals, and Objectives Step 6. Choosing Proactive and Reactive Strategies Step 7. Developing the Message Strategy Phase Three: Tactics Step 8. Selecting Communication Tactics, Part 1: Owned Media Step 8. Selecting Communication Tactics, Part 2: Earned Media Step 8. Selecting Communication Tactics, Part 3: Shared Media Step 8. Selecting Communication Tactics, Part 4: Paid Media Step 9. Implementing the Strategic Plan Phase Four: Evaluative Research Step 10. Evaluating the Strategic Plan Appendices: A. Media Engagement B. Crisis Communication C. Example of a Content Analysis

About the author

Deborah A. Silverman is Chair and Associate Professor in the Department of Communication at SUNY Buffalo State University, U.S.A. She is Accredited in Public Relations and a member of the Public Relations Society of America's College of Fellows.
Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at SUNY Buffalo State University, U.S.A. He was Accredited in Public Relations.

Summary

The seventh edition of Strategic Planning for Public Relations continues its place as a leading text to guide students in developing successful public relations campaigns.

Product details

• Authors: Deborah A. Silverman, Deborah A. (Suny Buffalo State College Silverman, Ronald D. Smith, Smith Ronald D.
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 14.03.2024
• EAN: 9781032391175
• ISBN: 978-1-0-3239117-5
• No. of pages: 510
• Subjects: Humanities, art, music > History; Non-fiction book > Politics, society, business > Society; Social sciences, law, business > Media, communication > General, dictionaries; Media Studies, LANGUAGE ARTS & DISCIPLINES / Journalism, Public Relations, BUSINESS & ECONOMICS / Public Relations, SOCIAL SCIENCE / Media Studies, LANGUAGE ARTS & DISCIPLINES / Communication Studies, BUSINESS & ECONOMICS / Industries / Media & Communications, Press & journalism, Communication Studies, News media and journalism