Strategic planning for public relations:
"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 ca...
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Routledge
2009
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | "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."--BOOK JACKET. |
| Physical Description: | XIX, 436 S. graph. Darst. |
| ISBN: | 0415994225 020389118x 9780415994224 9780203891186 |
Staff View
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| 520 | 1 | |a "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."--BOOK JACKET. | |
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Record in the Search Index
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| adam_text | Titel: Strategic planning for public relations
Autor: Smith, Ronald D.
Jahr: 2009
Brief Contents
Preface Introduction xi 1
Phase One FORMATIVE RESEARCH 17 Phase Three TACTICS 183
Step 1 Analyzing the Situation 19 Step 7 Selecting Communication Tactics 185
Step 2 Analyzing the Organization 34 Step 8 Implementing the Strategic Plan 255
Step 3 Analyzing the Publics 48 Phase Four EVALUATIVE RESEARCH 271
Phase Two STRATEGY 77 Step 9 Evaluating the Strategic Plan 273
Step 4 Establishing Goals and Objectives 79 Appendixes 297
Step 5 Formulating Action and Response Strategies 93
Step 6 Developing the Message Strategy 137
Contents
Preface xi
Note to Students xi
Note to Public Relations
Practitioners xii
Note to Instructors xii
Acknowledgments xii
Personal Dedication xiii
An Invitation xiii
About the Author xiv
Cases and Examples xv
Introduction
Relationship Management 2
Strategic Communication 4
Integrated Communication 5
Advertising 8
Strategic Public Relations 10
Formative Research 12
Strategy 12
Tactics 13
Evaluative Research 14
Effective Creativity 14
Phase One
FORMATIVE RESEARCH 17
Step 1
Analyzing the Situation 19
The Public Relations Situation 19
Issues Management 23
Risk Management 23
Crisis Management 26
Public Relations and Ethics 28
Deontological Ethics 28
Teleological Ethics 28
Situational Ethics 30
Planning Example 1: Analyzing the
Situation 31
Checklist 1: The Public Relations
Situation 31
Step 2
Analyzing the Organization 34
Internal Environment 35
Performance 35
Niche 36
Structure 36
Ethical Base 36
Internal Impediments 36
Public Perception 37
Visibility 37
Reputation 37
External Environment 38
Supporters 39
Competitors 39
Opponents 39
External Impediments 40
Planning Example 2: Analyzing the
Organization 40
Checklist 2A: Internal Environment 42
Checklist 2B: Public Perception 44
Checklist 2C: External Environment 45
Step 3
Analyzing the Publics
Publics 48
Publics, Markets, and Audiences
Characteristics of Publics 49
Key Publics 51
Intercessor}- Publics and Opinion
Leaders 54
Prioritizing Key Publics 56
Planning Example 3A: Identifying
Publics 57
Checklist 3A: Publics 58
Analyzing Key Publics 60
Stages of Development 60
Kev Characteristics 62
Stereotypes 64
Rethinking Your Publics 65
The Benefit Statement 70
Planning Example 3B: Analyzing Key
Publics 70
Checklist 3B: Key Publics 72
48
48
Contents
Phase Two
STRATEGY
77
Step 4
Establishing Goals and Objectives 79
Organizational Goals 79
Objectives 81
Standards for Objectives 83
Hierarchy of Objectives 84
Writing Public Relations
Objectives 87
Planning Example 4: Establishing Goals
and Objectives 90
Checklist 4: Goals and Objectives 91
Step 5
Formulating Action and Response
Strategies 93
Proactive Public Relations Strategies 93
Proactive Strategy 1: Public
Relations Action 93
Proactive Strategy 2:
Communication 106
Reactive Public Relations Strategies 115
Reactive Strategy 1: Pre-emptive
Action 116
Reactive Strategy 2: Offensive
Response 118
Reactive Strategy 3: Defensive
Response 119
Reactive Strategy 4: Diversionary
Response 122
Reactive Strategy 5: Vocal
Commiseration 124
Reactive Strategy 6: Rectifying
Behavior 129
Reactive Strategy 7: Deliberate
Inaction 131
Planning Example 5: Formulating Action
and Response Strategies 133
Checklist 5: Action and Response
Strategies 134
Information: The Flow of
Communication 137
Persuasion: Attempts to
Influence 139
Dialogue: Quest for
Understanding 140
Rhetorical Tradition 141
Ethos: Selecting Message Sources 142
Credibility: Power to Inspire
Trust 143
Charisma: Power of Personal
Charm 145
Control: Power of Command 146
Organizational Spokespeople 147
Planning Example 6A: Selecting
Message Sources 151
Checklist 6A: Message Sources 152
Logos: Appealing to Reason 153
Verbal Evidence 154
Visual Supporting Evidence 155
Errors of Logic 155
Misuse of Statistics 156
Pathos: Appealing to Sentiment 159
Positive Emotional Appeals 159
Negative Emotional Appeals 161
Planning Example 6B: Determining
Message Appeals 162
Checklist 6B: Message Appeals 163
Verbal Communication 165
Message Structure 165
Message Content 167
Nonverbal Communication 173
Planning Example 6C: Verbal and
Nonverbal Communication 176
Checklist 6C: Verbal and Nonverbal
Communication 177
Branding the Strategic Message 178
Lessons About Branding 179
Creating Creativity 181
Phase Three
TACTICS
183
Step 6
Developing the Massage Strategy
The Communication Process 137
137
Step 7
Selecting Communication Tactics 185
Conventional Communication Tactics 185
Contents
Strategic Communication Tactics 186
Interpersonal Communication
Techniques 188
Strategy for Interpersonal
Communication 188
Personal Involvement 190
Information Exchange 190
Special Events 192
Planning Example 7A: Selecting
Interpersonal Communication
Tactics 196
Checklist 7A: Interpersonal
Communication Tactics 197
Organizational Media Tactics 199
Strategy for Organizational
Media 199
Publications 200
Direct Mail 203
Electronic Media 205
Digital Media 206
Social Media 207
Planning Example 7B: Selecting
Organizational Media Tactics 212
Checklist 7B: Organizational Media
Tactics 213
News Media Tactics 215
Strategy for News Media 215
Newspapers 218
Magazines 219
Radio 221
Television 223
Media Information Needs 224
Direct News Material 225
Indirect News Material 231
Opinion Material 232
Interactive News Opportunities 233
Planning Example 7C: Selecting News
Media Tactics 235
Checklist 7C: News Media Tactics 236
Advertising and Promotional Media
Tactics 238
Strategy for Advertising and
Promotional Media 238
Print Advertising Media 238
Electronic Media Advertising 241
Out-of-Home Advertising 245
Promotional Items 247
Planning Example 7D: Selecting
Advertising and Promotional
Tactics 248
Checklist 7D: Advertising and Promotional
Tactics 249
Packaging Communication Tactics 250
Thinking Creatively 250
Putting the Program Together 251
Planning Example 7E: Packaging the
Communication Tactics 253
Checklist 7E: Packaging Communication
Tactics 254
Step 8
Implementing the Strategic Plan 255
Campaign Plan 255
Example: Tactics for Open House 256
Campaign Schedule 257
Frequency of Tactics 257
Timeline of Tasks 258
Campaign Budget 260
Budget Item Categories 261
Approaches to Budgeting 262
Managing the Budget 265
Full-Cost Budgets 267
How Much Success Is
Necessary? 267
Planning Example 8: Implementing
the Strategic Plan 268
Checklist 8: Implementing the Strategic
Plan 269
Phase Four
EVALUATION RESEARCH 271
Step 9
Evaluating the Strategic Plan 273
What to Evaluate 273
Design Questions 273
Evaluation Criteria 274
When to Evaluate 276
Implementation Reports 276
Progress Reports 276
Final Reports 278
Contents
Research Design 278 Appendix A
How to Evaluate 280 Applied Research Techniques 297
Judgmental Assessments 280 Appendix B
Evaluation of Communication Ethical Standards 339
Outputs 282 Appendix C
Evaluation of Awareness Sample Campaigns 353
Objectives 284 Appendix D
Evaluation of Acceptance Effective Media Engagement 369
Objectives 287
Evaluation of Action Objectives 288 Glossary 389
Data Analysis and Reports 290 Citations and Recommended Readings 412
Evaluation Reports 29J Index 422
Ultimate Evaluation: Value-Added
Public Relations 292
Planning Example 9: Evaluating the
Strategic Plan 294
Checklist 9: Evaluation Plan 295
|
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| author | Smith, Ronald D. 1948- |
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| dewey-ones | 659 - Advertising and public relations |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| spelling | Smith, Ronald D. 1948- Verfasser (DE-588)1037400151 aut Strategic planning for public relations by Ronald D. Smith 3. ed. New York Routledge 2009 XIX, 436 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier "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."--BOOK JACKET. Public relations Strategic planning Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Strategische Planung (DE-588)4309237-8 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s Strategische Planung (DE-588)4309237-8 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017121799&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Smith, Ronald D. 1948- Strategic planning for public relations Public relations Strategic planning Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Strategische Planung (DE-588)4309237-8 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4309237-8 |
| title | Strategic planning for public relations |
| title_auth | Strategic planning for public relations |
| title_exact_search | Strategic planning for public relations |
| title_full | Strategic planning for public relations by Ronald D. Smith |
| title_fullStr | Strategic planning for public relations by Ronald D. Smith |
| title_full_unstemmed | Strategic planning for public relations by Ronald D. Smith |
| title_short | Strategic planning for public relations |
| title_sort | strategic planning for public relations |
| topic | Public relations Strategic planning Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Strategische Planung (DE-588)4309237-8 gnd |
| topic_facet | Public relations Strategic planning Öffentlichkeitsarbeit Strategische Planung |
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