Strategic Planning for Public Relations

✍ Scribed by Ronald D. Smith

• Publisher: Lawrence Erlbaum Associates
• Year: 2002
• Tongue: English
• Leaves: 361
• Edition: 1
• Category: Library

✦ Synopsis

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✦ Table of Contents

Book Cover......Page 1
Title......Page 4
Copyright......Page 5
Brief Contents......Page 6
Contents......Page 8
Introduction......Page 18
Phase One: FORMATIVE RESEARCH......Page 34
Step 1 Analyzing the Situation......Page 36
Step 2 Analyzing the Organization......Page 45
Step 3 Analyzing the Publics......Page 56
Phase Two: STRATEGY......Page 84
Step 4 Establishing Goals and Objectives......Page 86
Step 5 Formulating Action and Response Strategies......Page 99
Step 6 Using Effective Communication......Page 130
Phase Three: TACTICS......Page 168
Step 7 Choosing Communication Tactics......Page 170
Step 8 Implementing the Strategic Plan......Page 228
Phase Four: EVALUATIVE RESEARCH......Page 246
Step 9 Evaluating the Strategic Plan......Page 248
Appendix A Applied Research Techniques......Page 272
Appendix B Ethical Standards......Page 316
Appendix C Sample Campaigns......Page 326
Index......Page 346

✦ Subjects

Маркетинг, реклама, PR;Связи с общественностью;