Strategic Planning for Public Relations
Ronald D. Smith
- 622 Seiten
- English
- ePUB (handyfreundlich)
- Über iOS und Android verfügbar
Strategic Planning for Public Relations
Ronald D. Smith
Über dieses Buch
The sixth edition of Strategic Planning for Public Relations offers an innovative and clear approach for students wanting to learn how to develop public relations campaigns.
Ron Smith shows how to implement research-driven strategic campaigns, drawing on his experience as a professional in the industry and his teaching in the classroom. He turns complex problem-solving and decision-making processes in strategic communication and public relations into easy-to-follow steps, flexible enough to apply to various situations and organizations in the real world. This new edition includes real-world, diverse examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices, covers award-winning public relations campaigns, and significantly increases information on social media, with a reformatting of the Tactics section to highlight internet-based and social 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: chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For instructors: an instructors' manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith.
Häufig gestellte Fragen
Information
Phase Two
Strategy
- The action of the organization (both proactive and responsive).
- The content and presentation of its messages (theme, source, content, and tone).
Two Approaches
- Marketing-oriented planners sometimes set goals before they identify and analyze publics. This approach begins with the organization's sales or promotional goals, then leads to the identification of potential customers who might be or become interested in the organization's products or services.
- Public relations planning begins with publics. We generally build our strategic plans from an understanding of the ongoing relationship between our organization and its various publics. Then we look at how the organization's goals and objectives potentially impact on these publics. That is the approach developed in this book.
Confusion of Terms
- “Strategia” referred to the office of the general who makes the military plans to create a comprehensive victory plan involving threats and use of force.
- “Taktikos” was seen as the art of ordering and arranging, as in positioning troops on the battlefield.
Step 4
Setting Goals and Objectives
- A positioning statement is a general expression of how an organization wants its publics to distinguish it vis-à-vis its competition.
- A goal is a global indication of how an issue should be resolved, presented as a statement rooted in an organization's mission or vision, acknowledging an issue and sketching out how the organization hopes to see it settled.
- An objective is a statement of specific outcomes for a public, emerging from an organization's goal, presented in clear and measurable terms, pointing toward specific levels of awareness, acceptance, or action.
Positioning
- What do we want people to think about us?
- What position do we seek with our publics?