Strategic Planning for Public Relations
Námskeið OSS116F Stefnumiðuð almannatengsl. - Höfundur: Ronald D. Smith
8.890 kr.
Námskeið
- OSS116F Stefnumiðuð almannatengsl.
Ensk lýsing:
Strategic Planning for Public Relations is in its fifth edition of offering an innovative and clear approach for students looking to learn how to develop public relations campaigns. It is a text intended for those serious about entering the rapidly changing professions of public relations and strategic communication. Ronald Smith shows how to implement pragmatic, research-driven strategic campaigns used in public relations practice, and draws from his years of experience as a professional in the industry and his years of teaching in the classroom.
The approach used in this text is a threefold pattern: first, readers are exposed to new ideas, then see them in use, before finally being showed how to apply those ideas themselves. Complex problem-solving and decision-making processes in strategic communication and public relations are turned into a series of easy-to-follow steps, flexible enough to be applicable to myriad situations and organizations in the real world.
Lýsing:
The seventh edition of Strategic Planning for Public Relations maintains its status as a leading text to guide students in developing successful public relations campaigns. Deborah Silverman and Ronald Smith bring their experience as instructors and public relations professionals to the book, providing clear, step-by-step guidance on how to plan and implement strategic communications campaigns. This new edition includes diverse examples of current cases along with classic cases that stand the test of time.
It includes new “Ethics Minutes” scenarios in each step, a new research step, and examples of award-winning public relations campaigns. It also significantly increases information on social media and features a reformatting of the tactics step into four separate parts based on the PESO model (paid media, earned media, shared media, and owned 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: step overviews, useful links to professional organizations and resources, checklists for the ten steps in the planning process, and two sample campaigns. For instructors: an instructors’ manual, PowerPoint slides, sample syllabi, a critique evaluation worksheet, and checklists for the ten steps in the planning process.
Annað
- Höfundar: Deborah A. Silverman, Ronald D. Smith
- Útgáfa:7
- Útgáfudagur: 2024-03-14
- Hægt að prenta út 2 bls.
- Hægt að afrita 2 bls.
- Format:ePub
- ISBN 13: 9781003849513
- Print ISBN: 9781032391175
- ISBN 10: 1003849512
Efnisyfirlit
- Cover
- Half Title
- Endorsements
- Title
- Copyright
- Dedication
- Brief Contents
- Table of Contents
- Preface
- Who Uses This Textbook?
- New to This Seventh Edition
- Online Resources for Faculty and Students
- Acknowledgments
- About the Authors
- Introduction
- Structure of This Book
- Public Relations as Part of Management
- Strategic Communication
- Integrated Communication
- Public Relations
- Marketing Communication
- Merging Communication Functions
- Controversy About Integrated Communication
- Benefits of Ethical 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
- Works Cited
- 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
- Reputation Management
- Ethics in Public Relations
- Ethical Shortcomings
- Ethics Minute
- What's Next?
- Planning Example 1: Analyzing the Situation
- Checklist 1: Public Relations Situation
- Ethics Minute Answer Key
- Works Cited
- Step 2 Choosing Research Methods
- Can I Do My Own Research?
- Research Ethics
- Ethical Treatment of People
- Ethical Use of Research Data
- Sampling
- Nonprobability Sampling
- Probability Sampling
- Sampling Error and Sample Size
- Primary Research and Secondary Research
- Secondary Research
- Secondary Information Sources
- Primary Research
- Surveys
- Focus Groups
- Interviews
- Content Analysis
- Closing Thoughts about Research
- Ethics Minute
- What's Next?
- Planning Example 2: Choosing Research Methods
- Checklist 2: Research Methods
- Ethics Minute Answer Key
- Works Cited
- Step 3 Analyzing the Organization
- Structure of Organizations
- Mission, Vision, Values
- Communication Audit
- Situation Analysis
- Internal Environment
- Public Perception
- Promoting Perception
- External Environment
- Ethics Minute
- What's Next?
- Planning Example 3: Analyzing the Organization
- Checklist 3A: Internal Environment
- Checklist 3B: Public Perception
- Checklist 3C: External Environment
- Ethics Minute Answer Key
- Works Cited
- Structure of Organizations
- Step 4 Analyzing the Publics
- Public
- Public, Market, Audience, Stakeholder
- Interrelationships
- Characteristics of Publics
- Categories of Publics
- Intercessory Public
- Opinion Leader
- Vocal Activist
- Key Public
- Diversity, Equity, and Inclusion in Public Relations
- Planning Example 4A: Identifying Publics
- Checklist 4A: Publics
- Analyzing Key Publics
- Stage of Development
- Characteristics of Key Publics
- Stereotype
- Native American Stereotype
- Arab Americans and American Muslims
- Italian American Stereotype
- Asian American Stereotype
- LGBTQ Stereotype
- Cultural Context
- Rethinking Your Publics
- Benefit Statement
- Ethics Minute
- What's Next?
- Planning Example 4B: Analyzing Key Publics
- Checklist 4B: Key Publics
- Ethics Minute Answer Key
- Works Cited
- Public
- Step 1 Analyzing the Situation
- Step 5 Creating Positioning Statements, Goals, and Objectives
- Positioning
- Research for Positioning
- Ethics of Positioning
- Goal
- Objective
- Elements of Objectives
- Hierarchy of Objectives
- Developing Objectives
- Writing Objectives
- Ethics Minute
- What's Next?
- Planning Example 5: Creating Positioning Statements, Goals, and Objectives
- Checklist 5: Positioning Statements, Goals, and Objectives
- Ethics Minute Answer Key
- Notes
- Works Cited
- Positioning
- Step 6 Choosing Proactive and Reactive Strategies
- Proactive Strategy
- Reactive 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
- Misinformation, Disinformation, and Fake News
- Generating News
- Celebrity Endorsements
- Congressional Testimony
- News Peg
- Transparent Communication
- Transparency about Public Health: COVID-19 Communication
- Reactive Public Relations Strategies
- Reactive Strategy 1: Preemptive 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 and Making Ethical Judgments
- Ethics Minute
- What's Next?
- Planning Example 6: Proactive and Reactive Strategies
- Checklist 6: Proactive and Reactive Strategies
- Ethics Minute Answer Key
- Works Cited
- Step 7 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
- Paid Endorsements
- Planning Example 7A: Selecting Message Source
- Checklist 7A: 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 7B: Determining Message Appeal
- Checklist 7B: 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
- Branding the Strategic Message
- Language of Branding
- Lessons about Branding
- Ethics Minute
- What's Next?
- Planning Example 7C: Verbal and Nonverbal Communication
- Checklist 7C: Verbal and Nonverbal Communication
- Ethics Minute Answer Key
- Works Cited
- Communication Process
- Step 8 Selecting Communication Tactics, Part 1 – Owned Media
- The PESO Model
- Owned Media Tactics
- Strategy for Owned Media
- Digital Media
- Electronic Media
- Interpersonal Communication
- Print and Online Publications
- Direct Mail
- Ethics Minute
- What's Next?
- Planning Example 8A: Selecting Owned Media Tactics
- Checklist 8A: Owned Media Tactics
- Ethics Minute Answer Key
- Works Cited
- Step 8 Selecting Communication Tactics, Part 2 – Earned Media
- Earned Media Tactics
- Strategy for Earned Media
- News Media Theories and Public Relations
- Television
- Radio
- News Blog
- Newspapers
- Magazines
- Public Relations and Earned Media
- Direct News Subsidy
- Indirect News Subsidy
- Opinion Subsidy
- Interactive Media Engagement
- Ethics Minute
- What's Next?
- Planning Example 8B: Selecting Earned Media Tactics
- Checklist 8B: Earned Media Tactics
- Ethics Minute Answer Key
- Works Cited
- Earned Media Tactics
- Step 8 Selecting Communication Tactics, Part 3 – Shared Media
- Shared Media Tactics
- Strategy for Shared Media
- Social Networking Sites
- Microblogs
- Video and Photo Sharing
- Livestreaming
- Disappearing Content Formats
- Instant Messaging
- Discussion Forums
- Social Audio Platforms
- Wikis
- Closed/Private Community Groups
- Ethics Minute
- What's Next?
- Planning Example 8C: Selecting Shared Media Tactics
- Checklist 8C: Shared Media Tactics
- Ethics Minute Answer Key
- Works Cited
- Shared Media Tactics
- Step 8 Selecting Communication Tactics, Part 4 – Paid Media
- Paid Media
- Strategy for Paid Media
- Digital Media Advertising
- Television and Radio Advertising
- Print Advertising
- Out-of-Home Advertising
- Promotional Items
- Ethics Minute
- What's Next?
- Planning Example 8D: Selecting Paid Media Tactics
- Checklist 8D: Paid Media Tactics
- Ethics Minute Answer Key
- Works Cited
- Paid Media
- Step 9 Implementing the Strategic Plan
- Packaging Communication Tactics
- Thinking Creatively
- Putting the Program Together
- Planning Example 9A: Implementing the Strategic Plan
- Checklist 9A: Implementing the Strategic Plan
- 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
- Ethics Minute
- What's Next?
- Planning Example 9B: Implementing the Strategic Plan
- Checklist 9B: Implementing the Strategic Plan
- Ethics Minute Answer Key
- Works Cited
- Packaging Communication Tactics
- Step 10 Evaluating the Strategic Plan
- What to Evaluate
- Design Questions
- Methods of Evaluative Research
- Evaluation Criteria
- When to Evaluate
- Approaches to Research Design
- Factors in Evaluation Design
- How to Evaluate
- Judgmental Assessment
- Communication Outputs
- Evaluating Awareness Objectives
- Evaluating Acceptance Objectives
- Evaluating Action Objectives
- Data Analysis and Reports
- Ultimate Evaluation: Value-Added Public Relations
- Ethics Minute
- What's Next?
- Planning Example 10: Evaluating the Strategic Plan
- Checklist 10: Evaluation Plan
- Ethics Minute Answer Key
- Works Cited
- What to Evaluate
- 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
- Types of Crises
- Sudden vs. Smoldering Crises
- Crisis Strategy
- Crisis Messaging
- Preparing for Crises
- Example of a Content Analysis
- Appropriate Topic
- Population and Sample
- Unit of Analysis
- Mechanics of Study
- Data Reporting
- Data Analysis
- Recommendations
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