Strategic planning for public relations
By: by Ronald D. Smith.
Edition: 3rd ed.
Publisher: Routledge/Taylor and Francis Group; Routledge
Published: 2009
Place of publication: New York
Language: eng
ISBN-13: 9780415994224; 9780203891186
Subjects: Public relations; Strategic planning
Table of contents: title: Phase one: formative research; title: Step 1, analyzing the situation; title: Step 2, analyzing the organization; title: Step 3, analyzing the publics; title: Phase two: strategy; title: Step 4, establishing goals and objectives; title: Step 5, formulating action and response strategies; title: Step 6, developing the message strategy; title: Phase three: tactics; title: Step 7, selecting communication tactics; title: Step 8, implementing the strategic plan; title: Phase four: evaluative research; title: Step 9, evaluating the strategic plan; title: Appendices.