Strategic planning for public relations /
Smith, Ronald D., 1948-2020.
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.
9780415994224 (paperback) 0415994225
2008030593
Public relations.
Strategic planning.
HM1221 / .S77 2009
659.2 Smi 2009
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.
9780415994224 (paperback) 0415994225
2008030593
Public relations.
Strategic planning.
HM1221 / .S77 2009
659.2 Smi 2009