Includes bibliographical references and index.

Cover; Title; Copyright; Brief Contents; Contents; Preface; New to This Fifth Edition; Note to Students; Note to Public Relations Practitioners; Note to Instructors; Who Uses This Book?; Acknowledgments; Personal Dedication; An Invitation; About the Author; Cases and Examples; Introduction; Organizational Process; Benefits of Public Relations; Strategic Communication; Integrated Communication; Advertising; Public Relations in the Public Interest; Strategic Public Relations; Phase 1: Formative Research; Phase 2: Strategy; Phase 3: Tactics; Phase 4: Evaluative Research; Effective Creativity Phase One FORMATIVE RESEARCHSTEP 1 Analyzing the Situation; Public Relations Situation; Learning from Research; Obstacles into Opportunities; Finding Consensus; Issues Management; Background of Issues Management; Risk Management; Crisis Management; Unpredicted, but Not Unpredictable; Public Relations and Ethics; Ethical Shortcomings; What's Next?; Planning Example 1: Analyzing the Situation; Checklist 1: Public Relations Situation; STEP 2 Analyzing the Organization; Internal Environment; Public Perception; Promoting Perception; External Environment; What's Next? Planning Example 2: Analyzing the OrganizationChecklist 2A: Internal Environment; Checklist 2B: Public Perception; Checklist 2C: External Environment; STEP 3 Analyzing the Publics; Public; Public, Market, Audience, Stakeholder; Interrelationships; Characteristics of Publics; Categories of Publics; Alternative Typologies; Intercessory Public; Opinion Leader; Key Public; Planning Example 3A: Identifying Publics; Checklist 3A: Publics; Analyzing Key Publics; Stage of Development; Key Characteristics; Stereotype; Cultural Context; Face Saving; Rethinking Your Publics; Benefit Statement What's Next?Planning Example 3B: Analyzing Key Publics; Checklist 3B: Key Publics; Phase Two STRATEGY; STEP 4 Establishing Goals and Objectives; Positioning; Positioning Ethics; Goal; Objective; Elements of Objectives; Hierarchy of Objectives; Developing Objectives; Writing Objectives; What's Next?; Planning Example 4: Establishing Goals and Objectives; Checklist 4: Goals and Objectives; STEP 5 Formulating Action and Response Strategies; Proactive Strategy 1: Action; Organizational Performance; Audience Engagement; Special Event; Alliance and Coalition; Sponsorship; Strategic Philanthropy Corporate Social ResponsibilityVolunteerism; Activism; Proactive Strategy 2: Communication; Publicity; Newsworthy Information; Generating News; News Peg; Transparent Communication; Media Theory and Public Relations; Theory and News Media; Theory for Strategic Communication; Reactive Public Relations Strategies; Reactive Strategy 1: Pre-emptive Action; Prebuttal; Reactive Strategy 2: Offensive Response; Attack; Embarrassment; Shock; Threat; Standing Firm; Reactive Strategy 3: Defensive Response; Denial; Excuse; Justification; Reversal; Reactive Strategy 4: Diversionary Response; Concession

Strategic Planning for Public Relations is in its fifth edition of offering an innovative and clear approach for students looking to learn how to develop public relations campaigns. It is a text intended for those serious about entering the rapidly changing professions of public relations and strategic communication. Ronald Smith shows how to implement pragmatic, research-driven strategic campaigns used in public relations practice, and draws from his years of experience as a professional in the industry and his years of teaching in the classroom.