Strategic planning for public relations /
By: Smith, Ronald D
Material type:
BookPublisher: New York : Routledge, Taylor & Francis Group, 2013.Edition: 4th ed.Description: xxxv, 520 p. : ill. ; 24 cm.ISBN: 9780415506762 (pbk.); 9780203081242 (ebook)Program: MMC929Subject(s): Public relations | Strategic planningDDC classification: 659.2 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 659.2 SM ST (Browse shelf) | Available | T0049315 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 659.2 SM ST (Browse shelf) | Available | T0049385 |
, Shelving location: Main Collection Close shelf browser
Includes bibliographical references (p. [495]-505) and index.
This innovative and popular text provides a clear pathway to developing 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.
Phase One - FORMATIVE RESEARCH Step 1: Analyzing the Situation Step 2: Analyzing the Organization Step 3: Analyzing the Publics Phase Two - STRATEGY Step 4: Establishing Goals and Objectives Step 5: Formulating 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 - EVALUATION RESEARCH Step 9: Evaluating the Strategic Plan Appendixes A - Applied Research B - Ethical Standards C - Sample Campaigns D - Effective Media Engagement Glossary Citations and Recommended Readings.
MMC929