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Strategic Planning for Public Relations 6th Edition by Ronald D Smith ISBN 9780367903855 0367903857

Name: Strategic Planning for Public Relations 6th Edition by Ronald D Smith ISBN 9780367903855 0367903857
SKU: EB-37318560
Availability: InStock

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Strategic Planning for Public Relations 6th Edition Ronald D. Smith Digital Instant Download

Author(s): Ronald D. Smith

ISBN(s): 9780367903855, 0367903857

Edition: 6

File Details: PDF, 7.29 MB

Year: 2020

Language: English

SKU: EB-37318560 Categories: Media, Politics & Philosophy - Journalism, Society Tag: Ronald D. Smith

Description

Strategic Planning for Public Relations 6th Edition by Ronald D Smith – Ebook PDF Instant Download/Delivery: 9780367903855 ,0367903857
Full download Strategic Planning for Public Relations 6th Edition after payment

Product details:

ISBN 10: 0367903857
ISBN 13: 9780367903855
Author: Ronald D Smith

“The sixth edition of Strategic Planning for Public Relations offers an innovative and clear approach for students wanting to learn how to develop public relations campaigns. Ron Smith shows how to implement research-driven strategic campaigns, drawing on his experience as a professional in the industry and his teaching in the classroom. He turns complex problem-solving and decision-making processes in strategic communication and public relations into easy-to-follow steps, flexible enough to apply to various situations and organizations in the real world. This new edition includes real-world, diverse examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices, covers award-winning public relations campaigns, and significantly increases information on social media, with a reformatting of the Tactics section to highlight internet-based and social media. As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns”– Provided by publisher

Strategic Planning for Public Relations 6th Edition Table of contents:

Structure of This Book
Organizational Process
Strategic Communication
Integrated Communication
Merging Communication Functions
Controversy about Integrated Communication
Persuasion and Dialogue
Strategic Public Relations
Public Relations in the Public Interest
Advertising
PESO (Paid, Earned, Shared, and Owned Media)
State of the Profession
Step-by-Step Planning

Phase One: Formative Research
14. Analyzing the Situation
15. Analyzing the Organization
16. Analyzing the Publics

Phase Two: Strategy
17. Setting Goals and Objectives
18. Creating Action and Response Strategies
19. Developing the Message Strategy

Phase Three: Tactics
20. Selecting Communication Tactics
21. Implementing the Strategic Plan

Phase Four: Evaluative Research
22. Evaluating the Strategic Plan

Jargon of Strategic Public Relations
Effective Creativity
Roadmap to Success

Phase One: Formative Research (Detailed)
26. Analyzing the Situation
27. Analyzing the Organization
28. Analyzing the Publics

Phase Two: Strategy (Detailed)
29. Setting Goals and Objectives
30. Creating Action and Response Strategies
31. Developing the Message Strategy

Phase Three: Tactics (Detailed)
32. Selecting Communication Tactics
33. Implementing the Strategic Plan

Phase Four: Evaluative Research (Detailed)
34. Evaluating the Strategic Plan

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Tags: Ronald D Smith, Strategic Planning, Public Relations