Strategic Planning for Public Relations

Table of contents

• Strategic Planning for Public Relations *
• Title Page *
• Brief Contents v
• Contents vii
• Preface xi
• About the Author xiv
• Cases and Examples xv
• Strategic Planning for Public Relations *
• Introduction 1
• Phase One - Formative Research 15
• Step 1 - Analyzing the Situation 17
• Step 2 - Analyzing the Organization 29
• Step 3 - Analyzing the Publics 42
• Phase Two - Strategy 67
• Step 4 - Establishing Goals and Objectives 69
• Step 5 - Formulating Action and Response Strategies 82
• Step 6 - Using Effective Communication 117
• Phase Three - Tactics 155
• Step 7 - Choosing Communication Tactics 157
• Step 8 - Implementing the Strategic Plan 217
• Phase Four - Evaluative Research 235
• Step 9 - Evaluating the Strategic Plan 237
• Appendix A - Applied Research Techniques 259
• Appendix B - Ethical Standards 302
• Appendix C - Sample Campaigns 316
• Formative Research Phase - Defending Fedex's Reliability: “absolutely, Positively, Whatever It Takes” (Category: Crisis Communications) 318
• Strategy Phase - Colorado Prepaid Tuition Fund: “educate Our Kids” (Category: Marketing Consumer Services) 323
• Tactics Phase - Department 56's Collectibles: “aroyal Celebration” (Category: Special Events and Observances) 327
• Evaluation Research Phase - Ketchum Employee Benefits Program: “ketchum Goes Primetime” (Category: Internal Communications) 332
• Glossary 337
• Citations and Recommended Readings 352
• Index 361

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