Strategic Planning for Public Relations
Routledge (Verlag)
978-1-138-28205-6 (ISBN)
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The approach used in this text is a threefold pattern: first, readers are exposed to new ideas, then see them in use, before finally being showed how to apply those ideas themselves. Complex problem-solving and decision-making processes in strategic communication and public relations are turned into a series of easy-to-follow steps, flexible enough to be applicable to myriad situations and organizations in the real world.
This new fifth edition follows the same format as previous editions and includes numerous timely and real-world examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices within the discipline and covers several recent, award-winning public relations campaigns.
Ronald D. Smith is Professor Emeritus of Public Communication and former Chair of the Communication Department at Buffalo State (SUNY). He is an accredited member of the Public Relations Society of America.
Preface
Introduction
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: Evaluative Research
Step 9: Evaluating the Strategic Plan
Appendices:
A: Applied Research
B: Focus Groups
C: Survey Research
D: Content Analysis
E: Media Engagement
F: Crisis Communication
Glossary
Citations and Recommended Readings
Index
Erscheinungsdatum | 04.07.2017 |
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Zusatzinfo | Following last edn |
Verlagsort | London |
Sprache | englisch |
Gewicht | 1497 g |
Themenwelt | Sozialwissenschaften ► Kommunikation / Medien |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
ISBN-10 | 1-138-28205-7 / 1138282057 |
ISBN-13 | 978-1-138-28205-6 / 9781138282056 |
Zustand | Neuware |
Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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