Strategic planning for public relations / Ronald D. Smith.
By: Smith, Ronald DCall number: 659.2 S658S 2013 Material type: BookPublisher: New York ; London : Routledge/Taylor & Francis Group, 2013. Edition: 4th ed.Description: xxxv, 520 p.ISBN: 9780415506762 (pbk.).Subject(s): Strategic planning | Public relations
Phase 1. Formative research. 1, Analyzing the situation. 2, Analyzing the organization. 3, Analyzing the publics -- Phase 2. Strategy. 4, Establishing goals and objectives. 5, Formulating action and response strategies. 6, Developing the message strategy -- Phase 3. Tactics. 7, Selecting communication tactics. 8, Implementing the strategic plan -- Phase 4. Evaluative research. 9, Evaluating the strategic plan -- Appendixes. A, Applied research. B, Ethical standards. C, Sample campaigns. D, Effective media engagement.