Public Relations Planning: A Practical Guide for Strategic Communication

✍ Scribed by Edward T. Vieira Jr., Yulong Li

• Publisher: Routledge
• Year: 2024
• Tongue: English
• Leaves: 685
• Edition: 2
• Category: Library

✦ Synopsis

Public Relations Planning: A Practical Guide for Strategic Communication 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 authors bring years of practical experience to the project, helping students see how theoretical elements fit together in reality, and preparing them for the workplace. At the same time, the book goes beyond an introductory discussion of the theory of PR planning, incorporating material from cutting-edge research in the field.

This fully updated second edition explores current trends and consequences surrounding the COVID-19 pandemic; covers the latest technological tools and techniques, as well as the ever-changing landscape of social media; and examines the role of data analytics in the PR decision-making process. Examples and vignettes have been updated so that they reflect the current state of the global PR environment, whilst learning objectives, key term definitions, and chapter exercises facilitate comprehension.

Providing a solid foundation to the PR planning process, this text is core reading for advanced undergraduate, postgraduate, and executive education students studying Public Relations Strategy, Public Relations Campaigns, and Strategic Communications.

Online resources include PowerPoint lecture slides, a test bank, answers for end-of-chapter questions, and instructor notes for the case studies.

Public Relations Planning is featured on the International Public Relations Association website.

✦ Table of Contents

Cover
Endorsements
Half Title
Title
Copyright
Dedication
Contents
List of Figures
List of Tables
Preface
Acknowledgments
Part I Introduction
1. Introduction to Public Relations
Learning Objectives
Introduction
Asymmetric and Symmetric Public Relations
Current Trends in Public Relations
The Nature of Online Interaction
Interdependent Publics
Glocalization
The Impact of COVID-19
Where Does Public Relations Start and Who Does It?
Functions of Public Relations
Types of Public Relations
Public Relations and Marketing Communication
Public Relations Roles
Social Media Role in Public Relations
Job Prospects for the Public Relations Practitioner
Think about This …
Models of Public Relations
Press Agent/Publicity Model
Public Information Model
Two-way Asymmetric Model
Two-Way Symmetric Model
PESO Model: Paid, Earned, Shared, and Owned Media
Social Media as Two-way Communication for Public Relations
The Process and Phases of a Public Relations Campaign
Kinds of Public Relations Campaigns
Project Management: An Essential Skill for Public Relations Managers
Summary of Key Concepts
Key Terms
Chapter Questions
Note
References
2. Professional Associations and Public Relations Code of Ethics
Learning Objectives
Introduction
Public Relations Associations
Public Relations Society of America (PRSA)
The Public Relations Student Society of America (PRSSA)
PRSA Certification and Accreditation Programs
International Association of Business Communicators (IABC)
IABC Student Chapters
Global Communication Certification Council (GCCC) Certification Programs
American Marketing Association (AMA)
AMA Collegiate Chapters
AMA Professional Certified Marketer (PCM) Program
Global Alliance for Public Relations and Communications Management
International Public Relations Association (IPRA)
Canadian Public Relations Society (CPRS)
CPRS Accredited in Public Relations (APR)
Association for Education in Journalism and Mass Communication and Other Academic Associations
Think about This . . .
Public Relations Ethics
Public Relations Codes of Ethics and Conduct
PRSA/PRSSA Codes of Ethics and Conduct
IPRA Code of Conduct
Environmental, Social, and Corporate Governance (ESG)
Summary of Key Concepts
Key Terms
Chapter Questions
References
3. Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders
Learning Objectives
Introduction
What Drives People?
Self-Esteem
Maslow’s Hierarchy of Needs
Self-Determination Theory (SDT)
Motivational Framework of the Values and Lifestyles (VALS)
Cognitive Dissonance Reduction
The Nature of Information Processing
Affect–Reason–Involvement Model
Heuristic Systematic Model
Understanding: The Challenge of Listening
The Overall Process of Decision-Making
More on Attitudes, Decision-Making, and Behaviors
Rokeach’s Theory of Beliefs, Values, and Attitudes
Theory of Reasoned Action
Think about This . . .
Theory of Planned Behavior
Transtheoretical Model of Behavioral Change
Uses and Gratifications Theory
Reasons for Using Media
Entertainment
Interaction and Personal Relationships
Personal Identity
Surveillance and Information
Characteristics of Those Who Use the Media
Fear Appeals
Opinion Leaders and Diffusion of Innovation
Putting It All Together
Summary of Key Concepts
Key Terms
Chapter Questions
References
4. Public Relations Research
Learning Objectives
Introduction
Some Definitions
The Process of Reification
Sample Data vs. Census Data
Data Scraping
Uses of Research in Public Relations
Basic Types of Research Design
Data Analytics
Three Types of Analytics
Data Dashboards
Survey or Self-Report Research Design
Person-to-Person Administered Questionnaire
Self-Administered Survey Questionnaire
Experimental Research Design
Cause and Effect Relationship
Lab Experiment
Field Experiment
Manipulation Check
External Influences
Managing the Effects of Unaccounted for Extraneous Variables
Observational Research Design
Personal Observation
Digital Observation
Content Analysis
Misinformation, Disinformation, and Fake News
Single Time vs. Multiple Times Designs
Cross-Sectional Design
Longitudinal Design
Case Studies
Mixed Research Designs
Think About This . . .
The Research Goal and Questions
Research Goal
Research Questions
The Interconnected Parts of Research
Sampling Considerations and Types
Probability Sampling
Simple Random
Systematic Random
Cluster (Random)
Stratified Random
Nonprobability Sampling
Convenience
Judgmental
Quota
Snowball
The Focus Group and the Internal Communication Audit
Focus Groups
Internal Communication Audit
The Two Purposes of an Internal Communication Audit
Issues Covered in an Internal Communication Audit
The Internal Communication Audit Professional
Steps of an Internal Communication Audit
Summary of Key Concepts
Key Terms
Chapter Questions
References
Part II Situational Analysis
5. Situational Analysis: Defining and Understanding Public Relations Issues
Learning Objectives
Introduction
Reactive and Proactive Issue Recognition
Reactive Issue Recognition
Proactive Issue Recognition
Think about This …
Environmental Scanning
External Scanning
Internal Scanning
Issue Identification Steps
Issue Definition Example
Competitive Issue Analysis
Reporting Issues
An Example of Environmental Scanning: The Scan by SBI
Some Final Thoughts
In the Case of Canyon Ranch . . . Introduction to the Issue
Summary of Key Concepts
Key Terms
Chapter Questions
Note
References
6. Situational Analysis: Defining Stakeholders
Learning Objectives
Introduction
Public Relations Target Groups: Who Are They?
Stakeholders
Publics
Internal and External Stakeholders
News Media as a Stakeholder
Opinion Leaders as a Public
Constituents
Market Segments
Audiences
Think about This . . .
Defining Publics by Shared Characteristics
Geographic
Demographics
Psychographics
VALS
Innovators
Thinkers
Achievers
Experiencers
Believers
Strivers
Makers
Survivors
Myers Briggs Type Indicator
Extroversion or Introversion: Preferred Interaction with Others
Intuitive or Sensor: The Nature of Information Processing
Feelers or Thinkers: The Human Element of Decision-Making
Judgers or Perceivers: Decision-Making in the World
VALS and MBTI
Behavioristic
Motigraphics
Data Resources for Segmenting Publics
The Process for Defining Public Relations Target Groups
Choice Benefit Analysis
Prioritizing Stakeholders/Publics
Examples of Publics’ Profiles
Stakeholders by Organization Type
In the Case of Canyon Ranch . . . The Publics
Summary of Key Concepts
Key Terms
Chapter Questions
Notes
References
Part III Goals, Objectives, and Strategy
7. Strategy: Conceptualization, Goals, Objectives, and Central Message
Learning Objectives
Introduction
Strategy Development
Public Relations Goals
Public Relations Objectives
Think about This …
Required Components of Public Relations Objectives
Setting the Public Relations Objective
Overall and Stakeholder Public Relations Objectives
The Case of News Media Public Relations Objectives
Central Message Strategy
Slogans and Taglines
Pre-testing Central Messages and Slogans
In the Case of Canyon Ranch . . . the Strategy
Summary of Key Concepts
Key Terms
Chapter Questions
Note
References
8. Strategy: More on Public Relations Central Messaging
Learning Objectives
Introduction
Kinds of Central Messages
Repositioning the Central Message
Think about This . . .
Some Thoughts from a Pollster
Putting It All Together with Some Examples
In the Case of Canyon Ranch . . . The Central Message
Summary of Key Concepts
Key Terms
Chapter Questions
References
Part IV Planning: Key Stakeholder Tactics and Action Plans
9. Public Relations Tactics’ Toolbox
Learning Objectives
Introduction
General Ways of Looking at Tactics
Types of Tactics
Individual-Level Messaging
Direct Messaging
One-on-One Meeting
Interview
Issue Advocacy
Ongoing News Media Relationships
Internal Counseling
Publicist
Virtual Reality and Metaverse
Group-Level Messaging
Event
Specialty periodicals
Specialty Newsletter
Speech Writing
Annual Report
Brochure and Handbook
Press Tour and Briefing
Partnership Program Development
Situational Analysis as a Tactic
Campaign Evaluation as a Tactic
Mass-Level Messaging
Banner and Other Web Ads
Public Service Announcement (PSA)
Podcast
Video
Advertising
News Release
Video News Release
Audio News Release
Media Advisory
Pitch Letter
Fact Sheet
Media Kit
Magazine
Newsletter
Opinion Editorial Piece
Brand Promotional Content
Website
Signage
Sponsorship
Celebrity Endorsement and Management
Exhibition
Artificial Intelligence (AI) in Public Relations and Communication
ChatGPT
Copilot
IBM Watson
Think about This . . .
DALL-E
Choosing Tactics
Framing Messages
Circadian Rhythms
What Is Framing?
Visual Communication
Lovemarks
Compliance Gaining Strategies
Toulmin Model of Argumentation
Satisfaction Model
Fear Appeals
Message Construction
The Meaning of Colors across Cultures
Music in Messaging
How Does Music Engage the Brain?
Emotion
Memory
Attention
Learning and Neuroplasticity
Video Message Production Considerations
Camera Shots, Moves, Transitions, Cuts, and Angles
Pacing
In the Case of Canyon Ranch . . . Action Plan for Corporate Clients
Summary of Key Concepts
Key Terms
Chapter Questions
References
10. Social Media Tactics
Learning Objectives
Introduction
The Social Media Communication Process
Credibility
Loyalty
Spreading the Word, Spreading the Behavior
Social Media Influencers
Social Media Platforms
General Social Networks
Facebook
Think about This . . .
LinkedIn
WeChat
Video Sharing
TikTok
YouTube
Vimeo
Mostly Image Sharing
Pinterest
Instagram
Snapchat
Flickr
Audio Sharing
Podcasts
Interpersonal Communication
Email
Instant Messaging
WhatsApp
Facebook Messenger
Mobile Texting
Video Communication
Zoom
Skype
Microsoft Teams
Google Duo
Blogging
Tumblr
X, Micro-blogging
WordPress
Message/Forum Board
Reddit
Meetup: From Online to In-Person
Wikis
Launching a Social Media Campaign
A Framework for Effective Social Media Communication
Relevance, Engagement, and Advocacy
Creating and Optimizing Social Media Content
Know the Social Media Where Your Target Publics Work or Play
Social Media Messaging Production
Text-Based Messaging
Blogging
Images
Video
Timing
A Word about Hashtags and Tags
Search Engine Optimization
Select Social Media Best Practices
Facebook
LinkedIn
Pinterest
YouTube
Summary of Key Concepts
Key Terms
Chapter Questions
Note
References
11. Internal Messaging
Learning Objectives
Introduction
What is an Organization?
General Types of Organizations
Level of Control
Internal Stakeholders
Goals and Types of Internal Communication
Internal Communication by Function
No Communication that Speaks Volumes
Auto-communication
Channels of Internal Communication
Barriers to Internal Communication
Technology
Red Tape
Cultural Barriers
Groupthink
Internal Communication Best Practices
Think about This …
Internal Communication Audit
Intranet and Social Media
Where Employees Play
Challenges of Synchronous Communication in Hybrid Channels
Summary of Key Concepts
Key Terms
Chapter Questions
Notes
References
Part V Budgeting and Evaluation
12. Budgeting and Scheduling for a Public Relations Campaign
Learning Objectives
Introduction
Types of Campaign Costs
Personnel Costs
Administrative Costs
Production and Programming Costs
Contingency Fund
Final Budget
Types of Budgets
Competitive-comparison
Co-op Only Budgeting
Cost–benefit analysis
Objective-Based Budgeting
Opportunity–cost analysis
Past-spending
Percentage-of-sales
Unit-of-Sales
Month-to-Month Budgeting
Stage-of-Life-Cycle Budgeting
Subjective Budgeting
Zero-Based Budgeting
Think about This . . .
Scheduling
Scheduling Strategy
Gantt Chart
Objectives, Scheduling, and Budgeting
In the Case of Canyon Ranch . . . The Schedule and Budget
Standardized Costs
Summary of Key Concepts
Key Terms
Chapter Questions
References
13. Public Relations Campaign Evaluation
Learning Objectives
Introduction
When to Evaluate Public Relations
Characteristics of Public Relations Measurable Objectives
Basis for Establishing Measurable Objectives
Components of a Clear Measurable Objective
Types of Public Relations Measurable Objectives
“Return on Investment” Objective
Overall Objectives and Individual Public Action Plan Objectives
The Alignment of Public Relations Objectives in Dynamic Environments
Think about This . . .
Factors to Consider in Evaluation
Steps in the Evaluation Process
Benchmark Metrics
Transparency in the Evaluation Process
In the Case of Canyon Ranch … Benchmarks and Evaluation
Summary of Key Concepts
Key Terms
Chapter Questions
References
Part VI Putting It All Together
14. Putting It All Together: The Public Relation Campaign Plansbook
Learning Objectives
Introduction
Executive Summary
Situational Analysis
Strategy
Action Plans
Think about This . . .
Scheduling
Budgeting
Evaluation
Conclusion, References, and Appendix
Public Relations Campaign Plan Outline
In the Case of Canyon Ranch … The Public Relations Campaign Plansbook
Executive Summary
Issue
Goal
Expected Outcomes
Key Publics
Central Message
Table of Contents
I. Introduction
II. Situational Analysis
Brief History of the Organization and Situation
Issue
Profile Publics and/or Stakeholders
III. Strategy: Goals, Overall Objectives, and Central Message
Goal
Overall Objectives
Central Message
IV. Action Plans for Publics
Action Plan for Women
Action Plan for Men
Action Plan for News Media
Action Plan for Corporate Customers
Travel Agents and Agencies
V. Scheduling and Budgeting
Master Schedule and Budget
Contingency Fund
VI. Evaluation
Overall Benchmarked Objectives
Action Plan Benchmarked Objectives
CPM
VII. Conclusion
VIII. References
IX. Appendix
Summary of Key Concepts
Key Terms
Chapter Questions
Note
Reference
Part VII Cultural Factors
15. Culture, Diversity, and Inclusion
Learning Objectives
Introduction
What Are Diversity and Inclusion?
Culture
Strong Organizational Cultures
Cultural Relativism
Cultural Ethnocentrism
Think about This …
Diversity Is about Equality
Structural Barriers
Relational Barriers
Diversity and Inclusion in Public Relations
Some Multicultural Challenges that Face Public Relations Practitioners
Diversity and Inclusion Best Practices in Organizations
Summary of Key Concepts
Key Terms
Chapter Questions
References
16. Global Public Relations
Learning Objectives
Introduction
Cultural Dimensions
Power Distance
Individualism (as Opposed to Collectivism)
Masculinity (as Opposed to Femininity)
Uncertainty Avoidance
Long-Term Orientation (as Opposed to Short-Term Normative Orientation)
Indulgence (as Opposed to Restraint)
Sapir-Whorf Hypothesis: A Way of Looking at Language
Ethics
Economic Environment
Political and Legal Environments
Three Examples
Think about This . . .
Media Environment
Media Control
Media Diffusion
Media Access
Activism
Why All of These Environmental Questions?
A Few Examples
Global Public Relations Best Practices
Perspective
Communication
Organizational
Summary of Key Concepts
Key Terms
Chapter Questions
References
Appendix A Glossary
Appendix B Public Relations Campaign Plansbook Checklist
Appendix C Case Studies
Case Study 1 Burger King Branding in Japan
Case Study 2 CVS: Promoting Recruitment and Retention
Case Study 3 Deepwater Horizon Case in Crisis Communication
Case Study 4 Dubai International Motor Show: Media Coverage and Promotions
Case Study 5 Equifax: Crisis Communication and Credibility
Case Study 6 IBM: An Evolving Brand
Case Study 7 Knowing the Consumer and Promoting the iPhone X
Case Study 8 Museum of London: A Study in Engagement
Case Study 9 Real Estate Public Relations: Three Examples, One Case Study
Case Study 10 Starbucks: Promoting Through Social Media
Case Study 11 The Skoda Global Campaign and the Role of Data
Case Study 12 UNICEF: A Study in Advocacy
Case Study 13 Winnipeg CEO Sleepout: Building Support
Index