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Full Description
The seventh edition of Strategic Planning for Public Relations maintains its status as a leading text to guide students in developing successful public relations campaigns.
Deborah Silverman and Ronald Smith bring their experience as instructors and public relations professionals to the book, providing clear, step-by-step guidance on how to plan and implement strategic communications campaigns. This new edition includes diverse examples of current cases along with classic cases that stand the test of time. It includes new "Ethics Minutes" scenarios in each step, a new research step, and examples of award-winning public relations campaigns. It also significantly increases information on social media and features a reformatting of the tactics step into four separate parts based on the PESO model (paid media, earned media, shared media, and owned 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: step overviews, useful links to professional organizations and resources, checklists for the ten steps in the planning process, and two sample campaigns. For instructors: an instructors' manual, PowerPoint slides, sample syllabi, a critique evaluation worksheet, and checklists for the ten steps in the planning process. For these online resources, please visit www.routledge.com/9781032391168 .
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
