2nd Edition

Public Relations Planning A Practical Guide for Strategic Communication

By Edward T. Vieira, Jr., Yulong Li Copyright 2024
    684 Pages 140 B/W Illustrations
    by Routledge

    684 Pages 140 B/W Illustrations
    by Routledge

    Public Relations Planning: A Practical Guide for Strategic Communication 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 authors bring years of practical experience to the project, helping students see how theoretical elements fit together in reality, and preparing them for the workplace. At the same time, the book goes beyond an introductory discussion of the theory of PR planning, incorporating material from cutting-edge research in the field.

    This fully updated second edition explores current trends and consequences surrounding the COVID-19 pandemic; covers the latest technological tools and techniques, as well as the ever-changing landscape of social media; and examines the role of data analytics in the PR decision-making process. Examples and vignettes have been updated so that they reflect the current state of the global PR environment, whilst learning objectives, key term definitions, and chapter exercises facilitate comprehension.

    Providing a solid foundation to the PR planning process, this text is core reading for advanced undergraduate, postgraduate, and executive education students studying Public Relations Strategy, Public Relations Campaigns, and Strategic Communications.

    Online resources include PowerPoint lecture slides, a test bank, answers for end-of-chapter questions, and instructor notes for the case studies.

    Public Relations Planning is featured on the International Public Relations Association website.

    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 Public Relations Issues, 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 Planbook; Part VII: Cultural Factors 15. Culture, Diversity, and Inclusion, 16. Global Public Relations


    Edward T. Vieira, Jr. is Professor of Marketing and Statistics in the School of Management at Simmons University, U.S.A.

    Yulong Li is Associate Professor of Operations Management in the School of Management at Simmons University, U.S.A.

    “The content is well paced and comprehensive. The examples reinforce the main ideas and make it easy for readers to understand and apply the concepts. Readers who are new to the discipline gain a thorough understanding of the segments related to creating and delivering a targeted PR plan. The detailed content is also useful to individuals who are currently engaged in developing strategic plans.” Susan Grantham, Professor of the School of Communication, University of Hartford

    “As someone who has taught the Principles and Practices of Public Relations for more than 10 semesters, I love seeing new approaches we could take in introducing students to the field. Your approach overall is pragmatic and a guidebook students could follow when developing their campaigns… Again, thank you for your contribution to the PR academy with what I am sure will be a successful book.” Amy Shanler, Associate Professor of Public Relations Practice, PRLab Co-Director, and Associate Chair of the Department of Mass Communication, Advertising and Public Relations, Boston University

    “I truly enjoyed reading the chapter, and I think there is a lot this chapter has to offer. The chapter is full of useful terminologies and concepts, just to name a few concepts like baseline and benchmarking, central message and examples, slogans and taglines, and the emphasis on concepts of four objectives in paragraphs: Exposure, Information, Persuasion, and Behavior, like the AIDA model but more in-depth and tailored for the current time. The examples were very helpful in understanding the main concepts and could help students connect the concepts with the real practices. As a marketing professor who regularly covers a week load of topic on PR and IMC in Principles of Marketing class, I think the chapter is a great supplementary reading for my students.” Yilong Eric Zheng, Assistant Professor of Marketing, Girard School of Business, Merrimack College

    “This book does an excellent job teaching the topic, and promises to be a necessary step-by-step reference book for many practicing PR professionals. The scope of the topics covered in the book is breathtaking. The visualizations employed do a great job simplifying complex analytic relationships. The chapter-by-chapter checklists of questions and terms are valuable in the classroom for professors adopting this as a textbook. As an International Policy Consultant, I am pleased to see the International Chapter, bringing valuable guidance to the cross-cultural complications and opportunities of Public Relations. And I am surprised at how much country specific knowledge is conveyed in this chapter.  The table on non-verbal communication gesturing across countries is worth the price of the book alone for international travelers. And, the Internal Communication offers possibly the most valuable guidance in the book to all aspiring and practicing managers--not just PR professionals.” Gary GaumerProfessor Emeritus, School of Business, Simmons University