7th Edition
Strategic Planning for Public Relations
Introduction
Phase One: Formative Research
Step 1. Analyzing the Situation
Step 2. Choosing Research Methods
Step 3. Analyzing the Organization
Step 4. Analyzing the Publics
Phase Two: Strategy
Step 5. Creating Positioning Statements, Goals, and Objectives
Step 6. Choosing Proactive and Reactive Strategies
Step 7. Developing the Message Strategy
Phase Three: Tactics
Step 8. Selecting Communication Tactics, Part 1: Owned Media
Step 8. Selecting Communication Tactics, Part 2: Earned Media
Step 8. Selecting Communication Tactics, Part 3: Shared Media
Step 8. Selecting Communication Tactics, Part 4: Paid Media
Step 9. Implementing the Strategic Plan
Phase Four: Evaluative Research
Step 10. Evaluating the Strategic Plan
Appendices:
A. Media Engagement
B. Crisis Communication
C. Example of a Content Analysis
Biography
Deborah A. Silverman is Chair and Associate Professor in the Department of Communication at SUNY Buffalo State University, U.S.A. She is Accredited in Public Relations and a member of the Public Relations Society of America's College of Fellows.
Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at SUNY Buffalo State University, U.S.A. He was Accredited in Public Relations.
“If you’re looking for a communication planning resource, then Strategic Planning for Public Relations is your text. It’s ideal for both students and professionals looking to enhance their knowledge of the campaign development process; a process that, when executed effectively, reinforces public relations as a strategic discipline and critical business management function.”
Jennie Donohue, University of Massachusetts Amherst, USA.
“Silverman’s masterful revisions of a PR classic take a seminal textbook to higher heights.”
Seow Ting Lee, University of Colorado Boulder, USA
“It provides very extensive, thorough and comprehensive information necessary for public relations campaigns. A useful worksheet/checklist for students to use is a nice bonus.”
Yeonsoo Kim, Ph.D., APR., The University of Texas at Austin, USA.
