Description
Book SynopsisThe 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
Trade Review
“Strategic Planning for Public Relations is a crucial text for students entering the industry and seeking a future in managing the relationship between organizations and the public. Through valuable case studies, Smith guides the reader through the steps of the planning process and provides helpful tips and tools to become a master practitioner. This book should be mandatory reading for every student and early-career practitioner.” – Alison N. Novak, Assistant Professor, Rowan University
“Professor Smith’s Strategic Planning for Public Relations has been one of my go-to textbooks when I teach the public relations campaigns course. It is exciting to see the 6th edition, which further illustrates the essential role of research in the process of problem solving and strategic decision making with real-world examples, classic cases and current events. This book equips students and practitioners with essential knowledge and tools to counsel their organizations or clients on managing changes and conducting effective strategic communications.” – Yan Jin, Professor of Public Relations, University of Georgia
“Strategic Planning for Public Relations is a crucial text for students entering the industry and seeking a future in managing the relationship between organizations and the public. Through valuable case studies, Smith guides the reader through the steps of the planning process and provides helpful tips and tools to become a master practitioner. This book should be mandatory reading for every student and early-career practitioner.” – Alison N. Novak, Assistant Professor, Rowan University
“Professor Smith’s Strategic Planning for Public Relations has been one of my go-to textbooks when I teach the public relations campaigns course. It is exciting to see the 6th edition, which further illustrates the essential role of research in the process of problem solving and strategic decision making with real-world examples, classic cases and current events. This book equips students and practitioners with essential knowledge and tools to counsel their organizations or clients on managing changes and conducting effective strategic communications.” – Yan Jin, Professor of Public Relations, University of Georgia
Table of ContentsPhase 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 Appendixes A: Applied Research B: Interviewing C: Applied Research: Focus Groups D: Applied Research: Survey E: Applied Research: Content Analysis F: Media Engagement G: Crisis Communication H: The PR 200
