Strategic Planning for Public Relations

6. New Auflage 2020
ISBN: 978-0-367-90385-5
Verlag: Taylor & Francis Ltd

Buch, Englisch, 658 Seiten, Format (B × H): 191 mm x 254 mm, Gewicht: 1380 g

The 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 relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns.

Complementing the book are online resources for both students and instructors. For students: chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For instructors: an instructors’ manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith.

Autoren/Hrsg.

Smith, Ronald D.

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management

Inhaltsverzeichnis

Phase 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

Über Autor(innen)

Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at Buffalo State (SUNY). He was an accredited member of the Public Relations Society of America.