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Strategic Planning For Public Relations. Third Edition

This innovative and popular text provides a clear pathway to understanding public relations campaigns and other types of strategic communication. Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step unfolding of the strategic campaign process used in public relations practice. Drawing from his experience in professional practice and in the classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical planning, and plan evaluation phases of the process. Offering clear explanations, relevant examples, and practical exercises, this text identifies and discusses the decision points and options in the development of a communication program. The cases and examples included here explore classic public relations situations as well as current, timely events. This third edition includes expanded discussions of ethics, diversity, and technology integrated throughout the text, and has a new appendix addressing media training for clients. As a classroom text or a resource for professional practice, this volume provides a model that can be adapted to fit specific circumstances and used to improve effectiveness and creativity in communication planning. It serves as an accessible and understandable guide to field-tested procedures, offering practical insights that apply to public relations campaigns and case studies coursework.

Availability

Detail Information

Series Title

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Call Number

659.2 Smi s

Publisher

New York : Routledge., 2009

Collation

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Language

English

ISBN/ISSN

9780415994224

Classification

659.2

Content Type

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Media Type

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Carrier Type

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Edition

Third Edition

Subject(s)

PUBLIC RELATIONS

Specific Detail Info

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Statement of Responsibility

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Other version/related

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