Strategic Planning for Public Relations

Ronald D. Smith APR is a professor of public communication at Buffalo State College, the largest college within the State University of New York, where he teaches public relations planning, writing, and related topics to undergraduate and graduate students. Prior to his work as an educator, he spent 10 years as a public relations director and eight years as a newspaper reporter and editor. He is active as a consultant in public relations and strategic communication, assisting businesses and nonprofit organizations with planning, research, communication management and media training. In addition to Strategic Planning for Public Relations, Smith also is the author of Becoming a Public Relations Writer (3rd edition 2008, Routledge) and co-author of MediaWriting (2nd edition 2009, Routledge) with W. Richard Whitaker and Janet E. Ramsey.

Introduction




Relationship Management
Strategic Communication
Integrated Communication
Advertising
Strategic Public Relations
Effective Creativity





Phase One: Formative Research





Step 1: Analyzing the Situation




Public Relations and Ethics
Planning Example 1: Analyzing the Situation
Checklist 1: Public Relations Situation





Step 2: Analyzing the Organization




Internal Environment
Public Perception
External Environment
Planning Example 2: Analyzing the Organization
Checklist 2A: Internal Environment
Checklist 2B: Public Perception
Checklist 2C: External Environment





Step 3: Analyzing the Publics




Publics
Key Publics
Strategic Planning Example 3A: Identifying Publics
Checklist 3A: Publics
Analyzing Key Publics
Stereotypes
Rethinking Your Publics
Benefit Statement
Planning Example 3B: Analyzing Key Publics
Checklist 3B: Key Publics


Phase Two: Strategy





Step 4: Establishing Goals and Objectives




Organizational Goals
Objectives
Planning Example 4: Establishing Goals and Objectives
Checklist 4: Goals and Objectives





Step 5: Formulating Action and Response Strategies




Proactive Public Relations Strategies
Reactive Public Relations Strategies
Planning Example 5: Formulating Action and Response Strategies
Checklist 5: Action and Response Strategies





Step 6: Designing Effective Communication




Communication Process
Rhetorical Tradition
Planning Example 6A: Selecting Message Sources
Checklist 6A: Message Sources
Logos: Appealing to Reason
Pathos: Appealing to Sentiment
Planning Example 6B: Determining Message Appeals
Planning Checklist 6B: Message Appeals
Verbal Communication
Nonverbal Communication
Planning Example 6C: Planning Verbal/Nonverbal Communication
Checklist 6C: Planning Verbal/Nonverbal Communication
Branding the Strategic Message





Phase Three: Tactics





Step 7: Selecting Communication Tactics




Interpersonal Communication Techniques
Planning Example 7A: Selecting Interpersonal Communication Tactics
Checklist 7A: Interpersonal Communication Tactics
Organizational Media Tactics
Planning Example 7B: Selecting Organizational Media Tactics
Checklist 7B: Organizational Media Tactics
News Media Tactics
Planning Example 7C: Selecting News Media Tactics
Checklist 7C: News Media Tactics
Advertising and Promotional Media Tactics
Planning Example 7D: Selecting Advertising and Promotional Tactics
Checklist 7D: Advertising and Promotional Tactics
Packaging Communication Tactics
Planning Example 7E: Packaging the Communication Tactics
Checklist 7E: Packaging Communication Tactics





Step 8: Implementing the Strategic Plan




Campaign Plan
Campaign Schedule
Campaign Budget
Planning Example 8: Implementing the Strategic Plan
Checklist 8: Implementing the Strategic Plan





Phase Four: Evaluation Research





Step 9: Evaluating the Strategic Plan




What to Evaluate
When to Evaluate
How to Evaluate
Data Analysis and Reports
Planning Examples 9: Evaluating the Strategic Plan
Checklist 9: Evaluating the Strategic Plan





Appendix A: Applied Research Techniques


Appendix B: Ethical Standards


Appendix C: Sample Campaigns


Appendix D: Effective Media Engagement


Glossary


Citations and Recommended Readings