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Smith, Ronald D., 1948-

Strategic planning for public relations / Ronald D. Smith. - 3rd ed. - New York ; London : Routledge/Taylor and Francis Group, 2009. - xix, 436 p. : ill. ; 24 cm.

Includes bibliographical references (p. [414]-421) and index.

Phase one: formative research -- Step 1, analyzing the situation -- Step 2, analyzing the organization -- Step 3, analyzing the publics -- Phase two: strategy -- Step 4, establishing goals and objectives -- Step 5, formulating action and response strategies -- Step 6, developing the message strategy -- Phase three: tactics -- Step 7, selecting communication tactics -- Step 8, implementing the strategic plan -- Phase four: evaluative research -- Step 9, evaluating the strategic plan -- Appendices.

Strategic Planning for Public Relations offers college and university students a new way to deepen their understanding of public relations and other kinds of strategic communication.

Young Adult

ISBN: 020389118X (ebk.) 0415994225 (pbk.) 9780203891186 (pbk.) 9780415994224 (pbk.)

LCCN: 2008030593

Subjects--Topical Terms:
Public relations.
Strategic planning.

LC Class. No.: HM 1221 / S77 2009

Dewey Class. No.: 659.2