1st Edition

Public Relations Planning
A Strategic Approach





ISBN 9781138105171
Published October 16, 2018 by Routledge
528 Pages - 144 B/W Illustrations

USD $72.95

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Book Description

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.

Table of Contents

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

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Author(s)

Biography

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

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Author - Dr. Edward T. Vieira, Jr.
Author

Dr. Edward T. Vieira, Jr.

Professor of Marketing & Statistics, School of Business, Simmons University
Boston, Massachusetts, USA

Learn more about Dr. Edward T. Vieira, Jr. »

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Ancillaries

  • Videos

    Take a look at Dr. Vieira’s concise video introduction to PR planning!

  • Instructors Resources

    Instructor Resources

    To gain access to the instructor resources for this title, please visit the Instructor Resources Download Hub.

    You will be prompted to fill out a registration form which will be verified by one of our sales reps.

  • Videos

    Take a look at Dr. Vieira’s concise video introduction to PR planning!

  • Instructors Resources

    Instructor Resources

    To gain access to the instructor resources for this title, please visit the Instructor Resources Download Hub.

    You will be prompted to fill out a registration form which will be verified by one of our sales reps.