Deborah A. Silverman, Ronald D. Smith

Strategic Planning for Public Relations (eBook, ePUB)

• Format: ePub

Produktbeschreibung

The seventh edition of Strategic Planning for Public Relations continues its place as a leading text to guide students in developing successful public relations campaigns.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 488
• Erscheinungstermin: 14. März 2024
• Englisch
• ISBN-13: 9781003849513
• Artikelnr.: 69856098

Autorenporträt

Deborah A. Silverman is Chair and Associate Professor in the Department of Communication at SUNY Buffalo State University, U.S.A. She is Accredited in Public Relations and a member of the Public Relations Society of America's College of Fellows.

Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at SUNY Buffalo State University, U.S.A. He was Accredited in Public Relations.

Inhaltsangabe

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