This innovative and popular text provides a clear pathway to understanding public relations campaigns and other types of strategic communication. Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step unfolding of the strategic campaign process used in public relations practice. Drawing from his experience in professional practice and in the classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical planning, and plan evaluation phases of the process. Offering clear explanations, relevant examples, and practical exercises, this text identifies and discusses the decision points and options in the development of a communication program. The cases and examples included here explore classic public relations situations as well as current, timely events. This third edition includes expanded discussions of ethics, diversity, and technology integrated throughout the text, and has a new appendix addressing media training for clients. As a classroom text or a resource for professional practice, this volume provides a model that can be adapted to fit specific circumstances and used to improve effectiveness and creativity in communication planning. It serves as an accessible and understandable guide to field-tested procedures, offering practical insights that apply to public relations campaigns and case studies coursework.... and $300 million in lost wages to Alaskan fishermen, plus millions in legal fees fighting lawsuits that ordered punitive ... because policy was not observed, especially when the organization has severed ties with the cause of the problem. ... from the policies of the unpopular presidential administration of George W. Bush during the election seasons in 2006 and 2008. ... Chrysler CEO Lee Iacocca used the snategyiwith little successi when he tried to handle charges of odometer fraud.
|Title||:||Strategic Planning for Public Relations, Third Edition|
|Author||:||Ronald D. Smith|
|Publisher||:||Routledge - 2009-04-20|