Public Relations Planning: A Practical Guide for Strategic Communication [Hardcover]

Part I: Introduction, 1. Introduction to Public Relations, 2. Professional Associations and Public Relations Code of Ethics, 3. Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders, 4. Public Relations Research; Part II: Situational Analysis, 5. Situational Analysis: Defining and Understanding Public Relations Issues, 6. Situational Analysis: Defining Stakeholders; Part III: Goals, Objectives, and Strategy, 7. Strategy: Conceptualization, Goals, Objectives, and Central Message, 8. Strategy: More on Public Relations Central Messaging; Part IV: Planning: Key Stakeholder Tactics and Action Plans 9. Public Relations Tactics Toolbox, 10. Social Media Tactics, 11. Internal Messaging; Part V: Budgeting and Evaluation 12. Budgeting and Scheduling for a Public Relations Campaign, 13. Public Relations Campaign Evaluation; Part VI: Putting It All Together, 14. Putting It All Together  The Public Relation Campaign Planbook; Part VII: Cultural Factors 15. Culture, Diversity, and Inclusion, 16. Global Public Relations

Public Relations Planning?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.

The content is well paced and comprehensive. The examples reinforce the main ideas and make it easy for readers to understand and apply the concepts. Readers who are new to the discipline gain a thorough understanding of the segments related to creating and delivering a targeted PR plan. The detailed content is also useful to individuals who are currently engaged in developing strategic plans. Susan Grantham, Professor of the School of Communication, University of Hartford

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