7th Edition
Strategic Planning for Public Relations
The seventh edition of Strategic Planning for Public Relations maintains its status as a leading text to guide students in developing successful public relations campaigns.
Deborah Silverman and Ronald Smith bring their experience as instructors and public relations professionals to the book, providing clear, step-by-step guidance on how to plan and implement strategic communications campaigns. This new edition includes diverse examples of current cases along with classic cases that stand the test of time. It includes new “Ethics Minutes” scenarios in each step, a new research step, and examples of award-winning public relations campaigns. It also significantly increases information on social media and features a reformatting of the tactics step into four separate parts based on the PESO model (paid media, earned media, shared media, and owned media).
As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns.
Complementing the book are online resources for both students and instructors. For students: step overviews, useful links to professional organizations and resources, checklists for the ten steps in the planning process, and two sample campaigns. For instructors: an instructors’ manual, PowerPoint slides, sample syllabi, a critique evaluation worksheet, and checklists for the ten steps in the planning process. For these online resources, please visit www.routledge.com/9781032391168 .
Preface
Who Uses This Textbook?
New to This Seventh Edition
Online Resources for Faculty and Students
Acknowledgments
About the Authors
Introduction
Structure of This Book
Public Relations as Part of Management
Strategic Communication
Integrated Communication
Public Relations
Marketing Communication
Merging Communication Functions
Controversy about Integrated Communication
Benefits of Ethical Public Relations
Public Relations in the Public Interest
Advertising
PESO (Paid, Earned, Shared, and Owned Media)
Paid Media
Earned Media
Shared Media
Owned Media
Blending Categories
Step-by-Step Planning
Phase One: Formative Research
Phase Two: Strategy
Phase Three: Tactics
Phase Four: Evaluative Research
Effective Creativity
Roadmap to Success
Works Cited
Phase One: Formative Research
Step 1. Analyzing the Situation
Public Relations Situation
Learning From Research
Best Practice
Finding Consensus
Communicating with Clients
Issues Management
Risk Management
Crisis Management
Reputation Management
Ethics and Public Relations
Ethical Shortcomings
Ethics Minute
What’s Next?
Planning Example 1: Analyzing the Situation
Checklist 1: Public Relations Situation
Ethics Minute Answer Key
Works Cited
Step 2. Choosing Research Methods
Can I Do My Own Research?
Research Ethics
Ethical Treatment of People
Ethical Use of Research Data
Sampling
Nonprobability Sampling
Probability Sampling
Sampling Error and Sample Size
Primary Research and Secondary Research
Secondary Research
Secondary Information Sources
Primary Research
Surveys
Focus Groups
Interviews
Content Analysis
Closing Thoughts about Research
Ethics Minute
What’s Next?
Planning Example 2: Choosing Research Methods
Checklist 2: Research Methods
Ethics Minute Answer Key
Works Cited
Step 3. Analyzing the Organization
Structure of Organizations
Situation Analysis
Internal Environment
Public Perception
Promoting Perception
External Environment
Ethics Minute
What’s Next?
Planning Example 3: Analyzing the Organization
Checklist 3A: Internal Environment
Checklist 3B: Public Perception
Checklist 3C: External Environment
Ethics Minute Answer Key
Works Cited
Step 4. Analyzing the Publics
Public
Public, Market, Audience, Stakeholder
Interrelationships
Characteristics of Publics
Categories of Publics
Intercessory Public
Opinion Leader
Vocal Activist
Key Public
Diversity, Equity, and Inclusion in Public Relations
Planning Example 4A: Identifying Publics
Checklist 4A: Publics
Analyzing Key Publics
Stage of Development
Characteristics of Key Publics
Stereotype
Native American Stereotype
Arab Americans and American Muslims
Italian American Stereotype
Asian American Stereotype
LGBTQ Stereotype
Cultural Context
Rethinking Your Publics
Benefit Statement
Ethics Minute
What’s Next?
Planning Example 4B: Analyzing Key Publics
Checklist 4B: Key Publics
Ethics Minute Answer Key
Works Cited
Phase Two: Strategy
Step 5. Creating Positioning Statements, Goals, and Objectives
Positioning
Research for Positioning
Ethics of Positioning
Goal
Objective
Elements of Objectives
Hierarchy of Objectives
Developing Objectives
Writing Objectives
Ethics Minute
What’s Next?
Planning Example 5: Creating Positioning Statements, Goals, and Objectives
Checklist 5: Positioning Statements, Goals, and Objectives
Ethics Minute Answer Key
Notes
Works Cited
Step 6. Choosing Proactive and Reactive Strategies
Proactive Strategy
Reactive Strategy
Proactive Strategy 1: Action
Organizational Performance
Audience Engagement
Special Event
Alliance, Coalition, Partnership
Sponsorship
Strategic Philanthropy
Corporate Social Responsibility
Volunteerism
Activism
Proactive Strategy 2: Communication
Publicity
Newsworthy Information
Misinformation, Disinformation, and Fake News
Generating News
Celebrity Endorsements
Congressional Testimony
News Peg
Transparent Communication
Transparency about Public Health: COVID-19 Communication
Reactive Public Relations Strategies
Reactive Strategy 1: Preemptive Action
Prebuttal
Reactive Strategy 2: Offensive Response
Attack
Embarrassment
Shock
Threat
Doubledown
Reactive Strategy 3: Defensive Response
Denial
Excuse
Justification
Strategic Reversal
Reactive Strategy 4: Diversionary Response
Concession
Ingratiation
Disassociation
Relabeling
Reactive Strategy 5: Vocal Commiseration
Concern
Condolence
Regret
Apology
Reactive Strategy 6: Rectifying Behavior
Investigation
Corrective Action
Restitution
Repentance
Reactive Strategy 7: Deliberate Inaction
Strategic Silence
Strategic Ambiguity
Strategic Inaction
Weighing Options and Making Ethical Judgments
Ethics Minute
What’s Next?
Planning Example 6: Proactive and Reactive Strategies
Checklist 6: Proactive and Reactive Strategies
Ethics Minute Answer Key
Works Cited
Step 7. Developing the Message Strategy
Communication Process
Information: Flow of Communication
Persuasion: Attempt to Influence
Dialogue: Quest for Understanding
Rhetorical Tradition of Persuasive Communication
Ethos: Message Source
Credibility: Power to Inspire
Charisma: Power of Personal Charm
Control: Power of Command
Organizational Spokespeople
Celebrity Spokesperson
Company Spokesperson
Spokespeople and Ethics
Paid Endorsements
Planning Example 7A: Selecting Message Source
Checklist 7A: Message Source
Logos: Appeal to Reason
Verbal Evidence
Visual Supporting Evidence
Errors of Logic
Statistics
Pathos: Appeal to Sentiment
Positive Emotional Appeal
Negative Emotional Appeal
Planning Example 7B: Determining Message Appeal
Checklist 7B: Message Appeal
Verbal Communication
Message Structure
Message Content
Nonverbal Communication
Kinesics (Body Language)
Oculesics (Eye Contact)
Proxemics (Social Space)
Haptics (Touching)
Vocalics (Language Cues)
Chronemics (Timing)
Visual and Aural Communication
Symbol
Logo
Physical Artifact
Clothing
People
Mascot
Color
Music
Language
Branding the Strategic Message
Language of Branding
Lessons about Branding
Ethics Minute
What’s Next?
Planning Example 7C: Verbal and Nonverbal Communication
Checklist 7C: Verbal and Nonverbal Communication
Ethics Minute Answer Key
Works Cited
Phase Three: Tactics
Step 8. Selecting Communication Tactics, Part 1: Owned Media
The PESO Model
Owned Media Tactics
Strategy for Owned Media
Digital Media
Electronic Media
Interpersonal Communication
Print and Online Publications
Direct Mail
Ethics Minute
What's Next?
Planning Example 8A: Selecting Owned Media Tactics
Checklist 8A: Owned Media Tactics
Answer Key for Ethics Minute
Works Cited
Step 8. Selecting Communication Tactics, Part 2 – Earned Media
Earned Media Tactics
Strategy for Earned Media
News Media Theories and Public Relations
Television
Radio
News Blog
Newspapers
Magazines
Public Relations and Earned Media
Direct News Subsidy
Indirect News Subsidy
Opinion Subsidy
Interactive Media Engagement
Ethics Minute
What’s Next?
Planning Example 8B: Selecting Earned Media Tactics
Checklist 8B: Earned Media Tactics
Ethics Minute Answer Key
Works Cited
Step 8. Selecting Communication Tactics, Part 3 – Shared Media
Shared Media Tactics
Strategy for Shared Media
Social Networking Sites
Microblogs
Video and Photo Sharing
Livestreaming
Disappearing Content Formats
Instant Messaging
Discussion Forums
Social Audio Platforms
Wikis
Closed/Private Community Groups
Ethics Minute
What’s Next?
Planning Example 8C: Selecting Shared Media Tactics
Checklist 8C: Shared Media Tactics
Ethics Minute Answer Key
Works Cited
Step 8. Selecting Communication Tactics, Part 4 – Paid Media
Paid Media
Strategy for Paid Media
Digital Media Advertising
Television and Radio Advertising
Print Advertising
Out-of-Home Advertising
Promotional Items
Ethics Minute
What’s Next?
Planning Example 8D: Selecting Paid Media Tactics
Checklist 8D: Paid Media Tactics
Ethics Minute Answer Key
Works Cited
Step 9. Implementing the Strategic Plan
Packaging Communication Tactics
Thinking Creatively
Putting the Program Together
Planning Example 9A: Implementing the Strategic Plan
Checklist 9A: Implementing the Strategic Plan
Campaign Plan Book
Campaign Schedule
Frequency of Tactics
Timeline of Tasks
Campaign Budget
Budget Items
Approaches to Budgeting
Fixed Budget
Variable Budget
Full-Cost Budgeting
Optimal Success
Ethics Minute
What’s Next?
Planning Example 9B: Implementing the Strategic Plan
Checklist 9B: Strategic Plan
Ethics Minute Answer Key
Works Cited
Phase Four: Evaluative Research
Step 10. Evaluating the Strategic Plan
What to Evaluate
Design Questions
Methods of Evaluative Research
Evaluation Criteria
When to Evaluate
Approaches to Research Design
Factors in Evaluation Design
How to Evaluate
Judgmental Assessment
Communication Outputs
Evaluating Awareness Objectives
Evaluating Acceptance Objectives
Evaluating Action Objectives
Data Analysis
Ultimate Evaluation: Value-Added Public Relations
Ethics Minute
What’s Next?
Planning Example 10: Evaluating the Strategic Plan
Checklist 10: Evaluation Plan
Ethics Minute Answer Key
Works Cited
Appendix A. Media Engagement
Reputation
Reputation and Performance
Reputation as a Strategic Tool
Reputation Management
Reputation and News Media
Reputation as a Participant Activity
Headlines and Bottom Lines
Media Relations
Media Relations…from the Media Side
Media Relations…from the Organization Side
Media Relations…from Both Sides
Reputational Bumps and Bruises
Points for Consideration
Credibility
Interview Setting
If You Are Asked for an Interview
Dress for Interview Success
Interview Posture
Interview Planning
Preparing for an Interview
Be-Attitudes for Interview Success
Interview Attitude
Communicating during an Interview
Problem Interviews
After an Interview
Appendix B. Crisis Communication
Types of Crises
Sudden vs Smoldering Crises
Crisis Strategy
Crisis Messaging
Preparing for Crises
Appendix C. Example of a Content Analysis
Example of a Content Analysis
Appropriate Topic
Population and Sample
Unit of Analysis
Mechanics of Study
Data Reporting
Data Analysis
Recommendations
Glossary
Index
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.
