Strategic Planning for Public Relations

Smith, Ronald D.

Softcover

ISBN 10: 0805852395 ISBN 13: 9780805852394

Verlag: Routledge, 2004

Book by Smith Ronald D

Reseña del editor:

First published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.

Reseña del editor:

This innovative text offers a new way of understanding public relations and other types of strategic communication. As an in-depth approach to public relations planning, it presents a step-by-step unfolding of the planning process most often used in public relations practice. Drawing from his background in practice and teaching, Ron Smith walks readers through the critical steps for the formative research, strategic and tactical planning, and plan evaluation phases of the process. Complete with clear explanations, relevant examples, and practical exercises, this text identifies and discusses the various decision points and options in the development of a communication program. Both classic public relations situations and current, timely events are presented in cases and examples throughout.