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Strategic Planning for Public Relations 6th edition [Hardback]

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  • Formāts: Hardback, 622 pages, height x width: 254x191 mm, weight: 1868 g, 43 Line drawings, black and white; 43 Illustrations, black and white
  • Izdošanas datums: 12-Nov-2020
  • Izdevniecība: Routledge
  • ISBN-10: 0367903857
  • ISBN-13: 9780367903855
Citas grāmatas par šo tēmu:
Strategic Planning for Public Relations 6th editionPalielināt
  • Formāts: Hardback, 622 pages, height x width: 254x191 mm, weight: 1868 g, 43 Line drawings, black and white; 43 Illustrations, black and white
  • Izdošanas datums: 12-Nov-2020
  • Izdevniecība: Routledge
  • ISBN-10: 0367903857
  • ISBN-13: 9780367903855
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780367903855.html
Keywords:

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.

Complementing the book are online resources for both students and instructors. For students: chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For instructors: an instructors’ manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith.

Recenzijas

Strategic Planning for Public Relations is a crucial text for students entering the industry and seeking a future in managing the relationship between organizations and the public. Through valuable case studies, Smith guides the reader through the steps of the planning process and provides helpful tips and tools to become a master practitioner. This book should be mandatory reading for every student and early-career practitioner. Alison N. Novak, Assistant Professor, Rowan University

Professor Smiths Strategic Planning for Public Relations has been one of my go-to textbooks when I teach the public relations campaigns course. It is exciting to see the 6th edition, which further illustrates the essential role of research in the process of problem solving and strategic decision making with real-world examples, classic cases and current events. This book equips students and practitioners with essential knowledge and tools to counsel their organizations or clients on managing changes and conducting effective strategic communications. Yan Jin, Professor of Public Relations, University of Georgia Strategic Planning for Public Relations is a crucial text for students entering the industry and seeking a future in managing the relationship between organizations and the public. Through valuable case studies, Smith guides the reader through the steps of the planning process and provides helpful tips and tools to become a master practitioner. This book should be mandatory reading for every student and early-career practitioner. Alison N. Novak, Assistant Professor, Rowan University

Professor Smiths Strategic Planning for Public Relations has been one of my go-to textbooks when I teach the public relations campaigns course. It is exciting to see the 6th edition, which further illustrates the essential role of research in the process of problem solving and strategic decision making with real-world examples, classic cases and current events. This book equips students and practitioners with essential knowledge and tools to counsel their organizations or clients on managing changes and conducting effective strategic communications. Yan Jin, Professor of Public Relations, University of Georgia

Preface xvii
About the Author xxiv
Cases and Examples xxvi
Introduction 1(30)
Structure of This Book
3(1)
Organizational Process
4(3)
Strategic Communication
7(2)
Integrated Communication
9(5)
Merging Communication Functions
10(1)
Controversy about Integrated Communication
11(1)
Persuasion and Dialogue
12(2)
Strategic Public Relations
14(3)
Public Relations in the Public Interest
16(1)
Advertising
17(1)
PESO (Paid, Earned, Shared, and Owned Media)
18(5)
Paid Media
20(1)
Earned Media
20(1)
Shared Media
21(1)
Owned Media
21(1)
Blending Categories
21(2)
Step-by-Step Planning
23(5)
Phase One Formative Research
25(1)
Phase Two Strategy
25(1)
Phase Three Tactics
26(1)
Phase Four Evaluative Research
27(1)
Effective Creativity
28(3)
Roadmap to Success
29(2)
Phase One FORMATIVE RESEARCH
31(100)
Step 1 Analyzing the Situation
33(25)
Public Relations Situation
33(1)
Learning from Research
34(2)
Best Practice
35(1)
Finding Consensus
36(3)
Communicating with Clients
37(2)
Issues Management
39(4)
Risk Management
43(2)
Crisis Management
45(5)
Crisis Support
48(2)
Reputation Management
50(1)
Ethics in Public Relations
50(3)
Ethical Shortcomings
51(2)
What's Next?
53(1)
Planning Example 1 Analyzing the Situation
54(1)
Checklist 1 Public Relations Situation
54(3)
Consensus Check
57(1)
Step 2 Analyzing the Organization
58(21)
Structure of Organizations
58(3)
Mission, Vision, Values
59(1)
Communication Audit
59(2)
Situation Analysis
61(2)
Internal Environment
63(1)
Public Perception
64(3)
Promoting Perception
65(2)
External Environment
67(2)
What's Next?
69(1)
Planning Example 2 Analyzing the Organization
69(2)
Checklist 2A Internal Environment
71(2)
Checklist 2B Public Perception
73(2)
Checklist 2C External Environment
75(3)
Consensus Check
78(1)
Step 3 Analyzing the Publics
79(52)
Public
79(11)
Public, Market, Audience, Stakeholder
79(4)
Interrelationships
83(1)
Characteristics of Publics
84(1)
Categories of Publics
85(2)
Alternative Typologies
87(3)
Intercessory Public
90(1)
Opinion Leader
91(1)
Vocal Activist
92(1)
Research on Influences
92(2)
Key Public
94(3)
Planning Example 3A Identifying Publics
97(1)
Checklist 3A Publics
98(3)
Analyzing Key Publics
101(10)
Stage of Development
102(4)
Characteristics of Publics
106(5)
Stereotype
111(7)
Italian American Stereotype
112(1)
Asian American Stereotype
113(1)
LGBTQ Stereotype
113(5)
Cultural Context
118(1)
Face Saving
118(2)
Rethinking Your Publics
120(1)
Benefit Statement
121(1)
What's Next?
122(1)
Planning Example 3B Analyzing Key Publics
122(2)
Checklist 3B Key Publics
124(5)
Consensus Check
129(2)
Phase Two Strategy
131(190)
Step 4 Setting Goals and Objectives
133(23)
Positioninq
133(3)
Research for Positioning
134(1)
Ethics of Positioning
135(1)
Goal
136(3)
Objective
139(12)
Elements of Objectives
141(3)
Hierarchy of Objectives
144(3)
Developing Objectives
147(1)
Writing Objectives
148(3)
What's Next?
151(1)
Planning Example 4 Setting Goals and Objectives
151(2)
Checklist 4 Goals and Objectives
153(2)
Consensus Check
155(1)
Step 5 Creating Action and Response Strategies
156(1)
Proactive Strategy
156(1)
Proactive Strategy 1 Action
157(1)
Organizational Performance
157(2)
Audience Engagement
159(3)
Special Event
162(3)
Alliance, Coalition, Partnership
165(2)
Sponsorship
167(4)
Strategic Philanthropy
171(1)
Corporate Social Responsibility
172(3)
Volunteerism
175(2)
Activism
177(5)
Proactive Strategy 2 Communication
182(1)
Publicity
182(4)
Newsworthy Information
186(3)
Generating News
189(3)
News Peg
192(1)
Transparent Communication
193(2)
Transparency about Public Health
195(4)
Media Theory and Public Relations
199(10)
Theory and News Media
201(3)
Theory for Strategic Communication
204(5)
Reactive Public Relations Strategy
209(1)
Reactive Strategy 1 Pre-emptive Action
210(1)
Prebuttal
210(1)
Reactive Strategy 2 Offensive Response
211(5)
Attack
212(1)
Embarrassment
213(2)
Shock
215(1)
Threat
216(1)
Doubledown
216(1)
Reactive Strategy 3 Defensive Response
216(4)
Denial
216(1)
Excuse
217(1)
Justification
218(1)
Strategic Reversal
219(1)
Reactive Strategy 4 Diversionary Response
220(5)
Concession
220(1)
Ingratiation
221(1)
Disassociation
221(2)
Relabeling
223(2)
Reactive Strategy 5 Vocal Commiseration
225(10)
Concern
225(1)
Condolence
225(1)
Regret
225(1)
Apology
226(9)
Reactive Strategy 6 Rectifying Behavior
235(2)
Investigation
235(1)
Corrective Action
236(1)
Restitution
236(1)
Repentance
237(1)
Reactive Strategy 7 Deliberate Inaction
237(6)
Strategic Silence
237(3)
Strategic Ambiguity
240(1)
Strategic Inaction
240(3)
Weighing Options
243(2)
What's Next?
245(1)
Planning Example 5 Action and Response Strategies
246(1)
Checklist 5 Action and Response Strategies
247(2)
Consensus Check
249(1)
Step 6 Developing the Message Strategy
250(71)
Communication Process
250(1)
Information: Flow of Communication
251(3)
Persuasion: Attempt to Influence
252(1)
Dialogue: Quest for Understanding
253(1)
Rhetorical Tradition of Persuasive Communication
254(3)
Ethos: Message Source -
257(6)
Credibility: Power to Inspire
257(4)
Charisma: Power of Personal Charm
261(1)
Control: Power of Command
262(1)
Organizational Spokespeople
263(5)
Celebrity Spokesperson
264(1)
Company Spokesperson
265(1)
Spokespeople and Ethics
266(2)
Planning Example 6A Selecting Message Source
268(1)
Checklist 6A Message Source
269(1)
Logos: Appeal to Reason
270(8)
Verbal Evidence
273(1)
Visual Supporting Evidence
274(1)
Errors of Logic
274(1)
Statistics
275(3)
Pathos: Appeal to Sentiment
278(7)
Positive Emotional Appeal
278(2)
Negative Emotional Appeal
280(5)
Planning Example 6B Determining Message Appeal
285(1)
Checklist 6B Message Appeal
286(2)
Verbal Communication
288(1)
Message Structure
289(3)
Message Content
292(9)
Nonverbal Communication
301(4)
Kinesics (Body Language)
302(1)
Oculesics (Eye Contact)
303(1)
Proxemics (Social Space)
303(1)
Haptics (Touching)
304(1)
Vocalics (Language Cues)
304(1)
Chronemics (Timing)
304(1)
Visual and Aural Communication
305(5)
Symbol
305(1)
Logo
306(1)
Physical Artifact
307(1)
Clothing
307(1)
People
307(1)
Mascot
308(1)
Color
308(1)
Music
308(1)
Language
309(1)
Planning Example 6C Verbal and Nonverbal Communication
310(1)
Checklist 6C Verbal and Nonverbal Communication
311(2)
Consensus Check
313(1)
Branding the Strategic Message
313(6)
Language of Branding
314(2)
Lessons about Branding
316(3)
What's Next?
319(2)
Phase Three TACTICS
321(116)
Step 7 Selecting Communication Tactics
323(85)
Conventional Communication Tactics
323(3)
Strategic Communication Tactics
326(1)
Interpersonal Tactics
327(13)
Strategy for Interpersonal Communication
328(1)
Personal Involvement
328(2)
Information Exchange
330(4)
Special Event
334(5)
Planning Special Events
339(1)
Planning Example 7A Selecting Interpersonal Tactics
340(1)
Checklist 7A Interpersonal Tactics
341(2)
Owned Media Tactics
343(15)
Strategy for Owned Media
343(1)
Electronic Media
343(4)
Digital Media
347(6)
Print or Online Publication
353(3)
Direct Mail
356(2)
Planning Example 7B Selecting Owned Media Tactics
358(1)
Checklist 7B Owned Media Tactics
359(1)
Shared Media Tactics
360(6)
Planning Example 7C Selecting Shared Media Tactics
366(1)
Checklist 7C Shared Media Tactics
366(2)
Earned Media Tactics
368(10)
Strategy for Earned Media
369(1)
Television
370(2)
Radio
372(1)
News Blog
373(1)
Newspaper
374(2)
Magazine
376(2)
Public Relations and Earned Media
378(12)
Direct News Subsidy
379(5)
Indirect News Subsidy
384(2)
Opinion Subsidy
386(1)
Interactive Media Engagement
387(1)
Studio Interview
388(2)
Planning Example 7D Selecting Earned Media Tactics
390(1)
Checklist 7D Earned Media Tactics
391(2)
Paid Media
393(11)
Strategy for Paid Media
393(1)
Print Advertising
394(2)
Electronic Media Advertising
396(6)
Outof-Home Advertising
402(2)
Promotional Items
404(1)
What's Next?
404(1)
Planning Example 7E Selecting Paid Media Tactics
405(1)
Checklist 7E Paid Media Tactics
405(3)
Step 8 Implementing the Strategic Plan
408(29)
Packaging Communication Tactics
408(4)
Thinking Creatively
409(1)
Putting the Program Together
410(2)
Planning Example 8A Packaging Communication Tactics
412(2)
Checklist 8A Communication Tactics
414(1)
Campaign Plan Book
414(2)
Campaign Schedule
416(5)
Frequency of Tactics
417(2)
Timeline of Tasks
419(2)
Campaign Budget
421(10)
Budget Items
421(3)
Approaches to Budgeting
424(3)
Fixed Budget
427(1)
Variable Budget
428(1)
Full-Cost Budgeting
429(2)
Optimal Success
431(1)
What's Next?
431(1)
Planning Example 8B Implementing the Strategic Plan
432(2)
Checklist 8B Strategic Plan
434(1)
Consensus Check
435(2)
Phase Four Evaluative Research
437(36)
Step 9 Evaluating the Strategic Plan
439(34)
What to Evaluate
439(5)
Design Questions
439(1)
Evaluation Criteria
440(4)
When to Evaluate
444(5)
Approaches to Research Design
446(2)
Factors in Evaluation Design
448(1)
How to Evaluate
449(14)
Judgmental Assessment
450(1)
Communication Output
451(3)
Evaluating Awareness Objectives
454(4)
Evaluating Acceptance Objectives
458(2)
Evaluating Action Objectives
460(3)
Data Analysis
463(1)
Ultimate Evaluation: Value-Added Public Relations
464(4)
Public Relations Metrics
466(1)
Barcelona Declaration 2.0
466(2)
What's Next?
468(1)
Planning Example 9 Evaluating the Strategic Plan
468(1)
Checklist 9 Evaluation Plan
469(4)
Appendix A Applied Research
473(18)
Research Topics
474(1)
Do-It-Yourself Research
475(1)
Research Ethics
475(3)
Ethical Treatment of People
476(2)
Sampling
478(8)
Nonprobability Sampling
479(3)
Probability Sampling
482(3)
Sampling Error and Size
485(1)
Secondary Research
486(5)
Secondary Information Sources
487(4)
Appendix B Interviewing
491(4)
Interview Questions
491(2)
Listening Skill
493(2)
Appendix C Applied Research: Focus Group
495(7)
Focus Group Process
496(2)
Conducting a Focus Group
498(4)
Appendix D Applied Research: Survey
502(17)
Survey Administration
502(1)
Response Rate
503(2)
Conducting a Survey
505(3)
Questionnaire
508(6)
General Tips for Questionnaire
508(1)
Writing Impartially
509(1)
Information Items
510(1)
Opinion Items
511(1)
Action Items
511(1)
Demographic Items
512(2)
Types of Responses
514(5)
Multiple Choice
515(1)
Checklist
515(1)
Forced Choice
515(1)
Rating Scale
516(3)
Appendix E Applied Research: Content Analysis
519(9)
Using Content Analysis
519(2)
Using with Other Methodologies
520(1)
Pros and Cons of Content Analysis
520(1)
Conducting a Content Analysis
521(7)
Appendix F Media Engagement
528(19)
Reputation
529(4)
Reputation and Performance
530(1)
Reputation as a Strategic Tool
530(1)
Reputation Management
531(1)
Reputation and News Media
531(1)
Reputation as a Participant Activity
532(1)
Headlines and Bottom Lines
533(1)
Media Relations
533(5)
Media Relations ... from the Media Side
534(1)
Media Relations ... from the Organization Side
534(1)
Media Relations ... from Both Sides
535(1)
Reputational Bumps and Bruises
536(1)
Points for Consideration
536(2)
Credibility
538(9)
Interview Setting
538(1)
If You Are Asked for an Interview
539(1)
Dress for Interview Success
539(1)
Interview Posture
540(1)
Interview Planning
541(1)
Preparing for an Interview
542(1)
Be-Attitudes for Interview Success
542(1)
Interview Attitude
543(1)
Communicating during an Interview
544(1)
Problem Interviews
545(1)
After an Interview
546(1)
Appendix G Crisis Communication
547(9)
Types of Crises
548(2)
Sudden versus Smoldering Crises
550(2)
Crisis Strategy
552(1)
Crisis Messaging
553(2)
Preparing for Crises
555(1)
Appendix H The PR 200
556(9)
What Every Public Relations Practitioner Should Know
556(9)
Strategic Communication
556(1)
Publics
556(1)
Campaign Development and Implementation
557(1)
Theories and Concepts of Public Relations
558(1)
Public Relations Research
558(1)
Proactive Strategy for Public Relations
559(1)
Reactive Strategy for Public Relations
560(1)
Elements of Message Strategy
560(1)
Public Relations Tactics
561(1)
Public Relations Cases
562(3)
Glossary 565(26)
Citations and Recommended Readings 591(12)
Index 603
Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at Buffalo State (SUNY). He was an accredited member of the Public Relations Society of America.