Strategic planning for public relations /
Smith, Ronald D.,1948-
New York ; London : Routledge, Taylor & Francis Group,
2013.
Includes bibliographical references (p. [495]-505) and index.
Formative research -- Analyzing the situation -- Analyzing the organization -- Analyzing the publics -- Strategy -- Establishing goals and objectives -- Formulating action and response strategies -- Developing the message strategy -- Tactics -- Selecting communication tactics -- Implementing the strategic plan -- Evaluative research -- Evaluating the strategic plan.
Public relations.
Strategic planning.