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Strategic Planning for Public Relations
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business account Paperback: 560 pages Publisher: Routledge; 4 edition (December 21, 2012) Language:
English ISBN-10: 041550676X ISBN-13: 978-0415506762 Product Dimensions: 7.5 x 1 x 9.2 inches
Shipping Weight: 1.8 pounds (View shipping rates and policies)
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Book Description
This innovative and popular text provides a clear pathway to developing 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 real-world public relations situations as well as
current, timely events. This fourth edition highlights the results of new research studies on
opinions and practices within the discipline, and adds overviews of several award-winning public
relations campaigns. 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.

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