1st Edition

Public Relations Planning A Strategic Approach

By Edward T. Vieira, Jr. Copyright 2019
    556 Pages 144 B/W Illustrations
    by Routledge

    556 Pages 144 B/W Illustrations
    by Routledge

    Public Relations Planning provides students with an in-depth understanding of the steps involved in planning and executing a successful PR campaign. Taking a strategic approach to the subject, the author brings years of practical experience to the project, helping students see how it all fits together in reality.

    The book goes beyond an introductory discussion of the theory of PR planning, incorporating material from cutting-edge research in the field. A discussion of the psychological aspects of communication, material on in-house/employee communication, as well as a chapter dedicated to discussing how social media strategies fit into a PR campaign, give students a real edge when it comes to executing an effective campaign.

    Plenty of global examples and a companion website featuring PowerPoint slides, a test bank, and answer key for end-of-chapter questions round out this excellent resource for students of public relations and corporate communication.

    Part I: Introduction 1. Introduction to Public Relations

    2. Professional Associations and Public Relations Code of Ethics

    3.Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders

    4. Public Relations Research

    Part II: Situational Analysis 5. Situational Analysis: Defining and Understanding the Public Relations Issue

    6. Situational Analysis: Defining Stakeholders

    Part III: Goals, Objectives, and Strategy 7. Strategy: Conceptualization, Goals, Objectives, and Central Message

    8. Strategy: More on Public Relations Central Messaging

    Part IV: Planning: Key Stakeholder Tactics and Action Plans 9. Public Relations Tactics’ Toolbox

    10. Social Media Tactics

    11. Internal Messaging

    Part V: Budgeting and Evaluation 12. Budgeting and Scheduling for a Public Relations Campaign

    13. Public Relations Campaign Evaluation

    Part VI: Putting It All Together

    14. Putting It All Together – The Public Relation Campaign

    Part VII: Cultural Factors 15. Culture, Diversity, and Inclusion

    16.Global Public Relations

    17. Women in Strategic Communications

    Appendix A Glossary 408

    Appendix B Plansbook Checklist 439

    Appendix C Case Studies

    Biography

    Edward T. Vieira, Jr. is Professor of Marketing and Statistics in the School of Business at Simmons University, USA.