Strategic Planning for Public Relations

by Ronald D. Smith

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 chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For an instructors’ manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith.

Genres: Nonfiction, Reference, Business, Communication

622 pages, Paperback

First published January 1, 2002

Reviews

[Holly]

Required reading in college. Class was taught by the author. Typical.

[Jessica (JT)]

This book was required reading for a class I hated. I skimmed through this book and did find some useful tips and I think it would have been a very useful guide if the class had been better built to use it.

[Cindy]

For the purposes of public relations planning, this book is great. It got me through the semester with a PR plan that will be submitted for a PRSA award!