Strategic Planning for Public Relations 6th Edition by Ronald D. Smith, ISBN-13: 978-0367903848

The sixth edition of Strategic Planning for Public Relations offers an innovative and clear approach for students wanting to learn how to develop public relations campaigns.

Ron Smith shows how to implement research-driven strategic campaigns, drawing on his experience as a professional in the industry and his teaching in the classroom. He turns complex problem-solving and decision-making processes in strategic communication and public relations into easy-to-follow steps, flexible enough to apply to various situations and organizations in the real world. This new edition includes real-world, diverse examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices, covers award-winning public relations campaigns, and significantly increases information on social media, with a reformatting of the Tactics section to highlight internet-based and social media.

As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns.

Complementing the book are online resources for both students and instructors. For students: chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For instructors: an instructors’ manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith.

Table of Contents:

Cover

Half Title

Endorsements

Title Page

Copyright Page

Brief Contents

Contents

Preface

About the Author

Cases and Examples

Introduction

Structure of This Book

Organizational Process

Strategic Communication

Integrated Communication

Merging Communication Functions

Controversy about Integrated Communication

Persuasion and Dialogue

Strategic Public Relations

Public Relations in the Public Interest

Advertising

PESO (Paid, Earned, Shared, and Owned Media)

Paid Media

Earned Media

Shared Media

Owned Media

Blending Categories

Step-by-Step Planning

Phase One: Formative Research

Phase Two: Strategy

Phase Three: Tactics

Phase Four: Evaluative Research

Effective Creativity

Roadmap to Success

Phase One FORMATIVE RESEARCH

Step 1 Analyzing the Situation

Public Relations Situation

Learning from Research

Best Practice

Finding Consensus

Communicating with Clients

Issues Management

Risk Management

Crisis Management

Crisis Support

Reputation Management

Ethics in Public Relations

Ethical Shortcomings

What’s Next?

Planning Example 1: Analyzing the Situation

Checklist 1: Public Relations Situation

Consensus Check

Step 2 Analyzing the Organization

Structure of Organizations

Mission, Vision, Values

Communication Audit

Situation Analysis

Internal Environment

Public Perception

Promoting Perception

External Environment

What’s Next?

Planning Example 2: Analyzing the Organization

Checklist 2A: Internal Environment

Checklist 2B: Public Perception

Checklist 2C: External Environment

Consensus Check

Step 3 Analyzing the Publics

Public

Public, Market, Audience, Stakeholder

Interrelationships

Characteristics of Publics

Categories of Publics

Alternative Typologies

Intercessory Public

Opinion Leader

Vocal Activist

Research on Influencers

Key Public

Planning Example 3A: Identifying Publics

Checklist 3A: Publics

Analyzing Key Publics

Stage of Development

Characteristics of Publics

Stereotype

Italian American Stereotype

Asian American Stereotype

LGBTQ Stereotype

Cultural Context

Face Saving

Rethinking Your Publics

Benefit Statement

What’s Next?

Planning Example 3B: Analyzing Key Publics

Checklist 3B: Key Publics

Consensus Check

Phase Two STRATEGY

Step 4 Setting Goals and Objectives

Positioning

Research for Positioning

Ethics of Positioning

Goal

Objective

Elements of Objectives

Hierarchy of Objectives

Developing Objectives

Writing Objectives

What’s Next?

Planning Example 4: Setting Goals and Objectives

Checklist 4: Goals and Objectives

Consensus Check

Step 5 Creating Action and Response Strategies

Action Strategy

Proactive Strategy 1: Action

Organizational Performance

Audience Engagement

Special Event

Alliance, Coalition, Partnership

Sponsorship

Strategic Philanthropy

Corporate Social Responsibility

Volunteerism

Activism

Proactive Strategy 2: Communication

Publicity

Newsworthy Information

Generating News

News Peg

Transparent Communication

Transparency about Public Health

Media Theory and Public Relations

Theory and News Media

Theory for Strategic Communication

Reactive Public Relations Strategy

Reactive Strategy 1: Pre-emptive Action

Prebuttal

Reactive Strategy 2: Offensive Response

Attack

Embarrassment

Shock

Threat

Doubledown

Reactive Strategy 3: Defensive Response

Denial

Excuse

Justification

Strategic Reversal

Reactive Strategy 4: Diversionary Response

Concession

Ingratiation

Disassociation

Relabeling

Reactive Strategy 5: Vocal Commiseration

Concern

Condolence

Regret

Apology

Reactive Strategy 6: Rectifying Behavior

Investigation

Corrective Action

Restitution

Repentance

Reactive Strategy 7: Deliberate Inaction

Strategic Silence

Strategic Ambiguity

Strategic Inaction

Weighing Options

What’s Next?

Planning Example 5: Action and Response Strategies

Checklist 5: Action and Response Strategies

Consensus Check

Step 6 Developing the Message Strategy

Communication Process

Information: Flow of Communication

Persuasion: Attempt to Influence

Dialogue: Quest for Understanding

Rhetorical Tradition of Persuasive Communication

Ethos: Message Source

Credibility: Power to Inspire

Charisma: Power of Personal Charm

Control: Power of Command

Organizational Spokespeople

Celebrity Spokesperson

Company Spokesperson

Spokespeople and Ethics

Planning Example 6A: Selecting Message Source

Checklist 6A: Message Source

Logos: Appeal to Reason

Verbal Evidence

Visual Supporting Evidence

Errors of Logic

Statistics

Pathos: Appeal to Sentiment

Positive Emotional Appeal

Negative Emotional Appeal

Planning Example 6B: Determining Message Appeal

Checklist 6B: Message Appeal

Verbal Communication

Message Structure

Message Content

Nonverbal Communication

Kinesics (Body Language)

Oculesics (Eye Contact)

Proxemics (Social Space)

Haptics (Touching)

Vocalics (Language Cues)

Chronemics (Timing)

Visual and Aural Communication

Symbol

Logo

Physical Artifact

Clothing

People

Mascot

Color

Music

Language

Planning Example 6C: Verbal and Nonverbal Communication

Checklist 6C: Verbal and Nonverbal Communication

Consensus Check

Branding the Strategic Message

Language of Branding

Lessons about Branding

What’s Next?

Phase Three TACTICS

Step 7 Selecting Communication Tactics

Conventional Communication Tactics

Strategic Communication Tactics

Interpersonal Tactics

Strategy for Interpersonal Communication

Personal Involvement

Information Exchange

Special Event

Planning Special Events

Planning Example 7A: Selecting Interpersonal Tactics

Checklist 7A: Interpersonal Tactics

Owned Media Tactics

Strategy for Owned Media

Electronic Media

Digital Media

Print or Online Publication

Direct Mail

Planning Example 7B: Selecting Owned Media Tactics

Checklist 7B: Owned Media Tactics

Shared Media Tactics

Planning Example 7C: Selecting Shared Media Tactics

Checklist 7C: Shared Media Tactics

Earned Media Tactics

Strategy for Earned Media

Television

Radio

News Blog

Newspaper

Magazine

Public Relations and Earned Media

Direct News Subsidy

Indirect News Subsidy

Opinion Subsidy

Interactive Media Engagement

Studio Interview

Planning Example 7D: Selecting Earned Media Tactics

Checklist 7D: Earned Media Tactics

Paid Media

Strategy for Paid Media

Print Advertising

Electronic Media Advertising

Out-of-Home Advertising

Promotional Items

What’s Next?

Planning Example 7E: Selecting Paid Media Tactics

Checklist 7E: Paid Media Tactics

Step 8 Implementing the Strategic Plan

Packaging Communication Tactics

Thinking Creatively

Putting the Program Together

Planning Example 8A: Packaging Communication Tactics

Checklist 8A: Communication Tactics

Campaign Plan Book

Campaign Schedule

Frequency of Tactics

Timeline of Tasks

Campaign Budget

Budget Items

Approaches to Budgeting

Fixed Budget

Variable Budget

Full-Cost Budgeting

Optimal Success

What’s Next?

Planning Example 8B: Implementing the Strategic Plan

Checklist 8B: Strategic Plan

Consensus Check

Phase Four EVALUATIVE RESEARCH

Step 9 Evaluating the Strategic Plan

What to Evaluate

Design Questions

Evaluation Criteria

When to Evaluate

Approaches to Research Design

Factors in Evaluation Design

How to Evaluate

Judgmental Assessment

Communication Output

Evaluating Awareness Objectives

Evaluating Acceptance Objectives

Evaluating Action Objectives

Data Analysis

Ultimate Evaluation: Value-Added Public Relations

Public Relations Metrics

Barcelona Declaration 2.0

What’s Next?

Planning Example 9: Evaluating the Strategic Plan

Checklist 9: Evaluation Plan

Appendix A Applied Research

Research Topics

Do-It-Yourself Research

Research Ethics

Ethical Treatment of People

Sampling

Nonprobability Sampling

Probability Sampling

Sampling Error and Size

Secondary Research

Secondary Information Sources

Appendix B Interviewing

Interview Questions

Listening Skill

Appendix C Applied Research: Focus Group

Focus Group Process

Conducting a Focus Group

Appendix D Applied Research: Survey

Survey Administration

Response Rate

Conducting a Survey

Questionnaire

General Tips for Questionnaire

Writing Impartially

Information Items

Opinion Items

Action Items

Demographic Items

Types of Responses

Multiple Choice

Checklist

Forced Choice

Rating Scale

Appendix E Applied Research: Content Analysis

Using Content Analysis

Using with Other Methodologies

Pros and Cons of Content Analysis

Conducting a Content Analysis

Appendix F Media Engagement

Reputation

Reputation and Performance

Reputation as a Strategic Tool

Reputation Management

Reputation and News Media

Reputation as a Participant Activity

Headlines and Bottom Lines

Media Relations

Media Relations … from the Media Side

Media Relations … from the Organization Side

Media Relations … from Both Sides

Reputational Bumps and Bruises

Points for Consideration

Credibility

Interview Setting

If You Are Asked for an Interview

Dress for Interview Success

Interview Posture

Interview Planning

Preparing for an Interview

Be-Attitudes for Interview Success

Interview Attitude

Communicating during an Interview

Problem Interviews

After an Interview

Appendix G Crisis Communication

Types of Crises

Sudden versus Smoldering Crises

Crisis Strategy

Crisis Messaging

Preparing for Crises

Appendix H The PR 200

What Every Public Relations Practitioner Should Know

Strategic Communication

Publics

Campaign Development and Implementation

Theories and Concepts of Public Relations

Public Relations Research

Proactive Strategy for Public Relations

Reactive Strategy for Public Relations

Elements of Message Strategy

Public Relations Tactics

Public Relations Cases

Glossary

Citations and Recommended Readings

Index

Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at Buffalo State (SUNY). He was an accredited member of the Public Relations Society of America.