Strategic Planning for Public Relations
Autor Deborah A. Silverman, Ronald D. Smithen Limba Engleză Paperback – 14 mar 2024
Deborah Silverman and Ronald Smith bring their experience as instructors and public relations professionals to the book, providing clear, step-by-step guidance on how to plan and implement strategic communications campaigns. This new edition includes diverse examples of current cases along with classic cases that stand the test of time. It includes new “Ethics Minutes” scenarios in each step, a new research step, and examples of award-winning public relations campaigns. It also significantly increases information on social media and features a reformatting of the tactics step into four separate parts based on the PESO model (paid media, earned media, shared media, and owned 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: step overviews, useful links to professional organizations and resources, checklists for the ten steps in the planning process, and two sample campaigns. For instructors: an instructors’ manual, PowerPoint slides, sample syllabi, a critique evaluation worksheet, and checklists for the ten steps in the planning process. For these online resources, please visit www.routledge.com/9781032391168 .
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Specificații
ISBN-13: 9781032391168
ISBN-10: 1032391162
Pagini: 556
Ilustrații: 7 Tables, black and white; 13 Line drawings, color; 1 Line drawings, black and white; 1 Halftones, color; 14 Illustrations, color; 1 Illustrations, black and white
Dimensiuni: 178 x 254 x 31 mm
Greutate: 1.13 kg
Ediția:7 ed
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 1032391162
Pagini: 556
Ilustrații: 7 Tables, black and white; 13 Line drawings, color; 1 Line drawings, black and white; 1 Halftones, color; 14 Illustrations, color; 1 Illustrations, black and white
Dimensiuni: 178 x 254 x 31 mm
Greutate: 1.13 kg
Ediția:7 ed
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate, Professional, and UndergraduateCuprins
Introduction Phase One: Formative Research Step 1. Analyzing the Situation Step 2. Choosing Research Methods Step 3. Analyzing the Organization Step 4. Analyzing the Publics Phase Two: Strategy Step 5. Creating Positioning Statements, Goals, and Objectives Step 6. Choosing Proactive and Reactive Strategies Step 7. Developing the Message Strategy Phase Three: Tactics Step 8. Selecting Communication Tactics, Part 1: Owned Media Step 8. Selecting Communication Tactics, Part 2: Earned Media Step 8. Selecting Communication Tactics, Part 3: Shared Media Step 8. Selecting Communication Tactics, Part 4: Paid Media Step 9. Implementing the Strategic Plan Phase Four: Evaluative Research Step 10. Evaluating the Strategic Plan Appendices: A. Media Engagement B. Crisis Communication C. Example of a Content Analysis
Recenzii
“If you’re looking for a communication planning resource, then Strategic Planning for Public Relations is your text. It’s ideal for both students and professionals looking to enhance their knowledge of the campaign development process; a process that, when executed effectively, reinforces public relations as a strategic discipline and critical business management function.”
Jennie Donohue, University of Massachusetts Amherst, USA.
“Silverman’s masterful revisions of a PR classic take a seminal textbook to higher heights.”
Seow Ting Lee, University of Colorado Boulder, USA
“It provides very extensive, thorough and comprehensive information necessary for public relations campaigns. A useful worksheet/checklist for students to use is a nice bonus.”
Yeonsoo Kim, Ph.D., APR., The University of Texas at Austin, USA.
Jennie Donohue, University of Massachusetts Amherst, USA.
“Silverman’s masterful revisions of a PR classic take a seminal textbook to higher heights.”
Seow Ting Lee, University of Colorado Boulder, USA
“It provides very extensive, thorough and comprehensive information necessary for public relations campaigns. A useful worksheet/checklist for students to use is a nice bonus.”
Yeonsoo Kim, Ph.D., APR., The University of Texas at Austin, USA.
Notă biografică
Deborah A. Silverman is Chair and Associate Professor in the Department of Communication at SUNY Buffalo State University, U.S.A. She is Accredited in Public Relations and a member of the Public Relations Society of America's College of Fellows.
Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at SUNY Buffalo State University, U.S.A. He was Accredited in Public Relations.
Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at SUNY Buffalo State University, U.S.A. He was Accredited in Public Relations.
Descriere
The seventh edition of Strategic Planning for Public Relations continues its place as a leading text to guide students in developing successful public relations campaigns.