528 pages | 144 B/W Illus.
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
Take a look at Dr. Vieira’s concise video introduction to PR planning!