Ronald D. Smith

Strategic Planning for Public Relations

• Broschiertes Buch

Produktbeschreibung

This sixth edition remains the go-to text for learning how to plan, execute, and evaluate public relations campaigns, with expanded coverage of international cases and social media strategy within the PESO framework. It is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns.

Produktdetails

• Verlag: Taylor & Francis Ltd
• 6 ed
• Seitenzahl: 622
• Erscheinungstermin: 12. November 2020
• Englisch
• Abmessung: 254mm x 192mm x 37mm
• Gewicht: 1388g
• ISBN-13: 9780367903848
• ISBN-10: 0367903849
• Artikelnr.: 59996683

Autorenporträt

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.

Inhaltsangabe

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