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Strategic Planning for Public Relations, 7th Edition

Name: Strategic Planning for Public Relations, 7th Edition
ISBN: 9781003849513

by Deborah A. Silverman, Ronald D. Smith

March 2024

Intermediate to advanced

556 pages

18h 17m

English

Routledge

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Cover
Half Title
Endorsements
Title
Copyright
Dedication
Brief Contents
Table of Contents
Preface
Who Uses This Textbook?New to This Seventh EditionOnline Resources for Faculty and StudentsAcknowledgments
About the Authors

Introduction
Structure of This BookPublic Relations as Part of ManagementStrategic CommunicationIntegrated CommunicationPublic RelationsMarketing CommunicationMerging Communication FunctionsControversy About Integrated CommunicationBenefits of Ethical Public RelationsPublic Relations in the Public InterestAdvertisingPESO (Paid, Earned, Shared, and Owned Media)Paid MediaEarned MediaShared MediaOwned MediaBlending CategoriesStep-by-Step PlanningPhase One: Formative ResearchPhase Two: StrategyPhase Three: TacticsPhase Four: Evaluative ResearchEffective CreativityRoadmap to SuccessWorks Cited
Phase One: Formative Research
Step 1 Analyzing the Situation
Public Relations SituationLearning from ResearchBest PracticeFinding ConsensusCommunicating with ClientsIssues ManagementRisk ManagementCrisis ManagementReputation ManagementEthics in Public RelationsEthical ShortcomingsEthics MinuteWhat's Next?Planning Example 1: Analyzing the SituationChecklist 1: Public Relations SituationEthics Minute Answer KeyWorks Cited
Step 2 Choosing Research Methods
Can I Do My Own Research?Research EthicsEthical Treatment of PeopleEthical Use of Research DataSamplingNonprobability SamplingProbability SamplingSampling Error and Sample SizePrimary Research and Secondary ResearchSecondary ResearchSecondary Information SourcesPrimary ResearchSurveysFocus GroupsInterviewsContent AnalysisClosing Thoughts about ResearchEthics MinuteWhat's Next?Planning Example 2: Choosing Research MethodsChecklist 2: Research MethodsEthics Minute Answer KeyWorks Cited
Step 3 Analyzing the Organization
Structure of OrganizationsMission, Vision, ValuesCommunication AuditSituation AnalysisInternal EnvironmentPublic PerceptionPromoting PerceptionExternal EnvironmentEthics MinuteWhat's Next?Planning Example 3: Analyzing the OrganizationChecklist 3A: Internal EnvironmentChecklist 3B: Public PerceptionChecklist 3C: External EnvironmentEthics Minute Answer KeyWorks Cited
Step 4 Analyzing the Publics
PublicPublic, Market, Audience, StakeholderInterrelationshipsCharacteristics of PublicsCategories of PublicsIntercessory PublicOpinion LeaderVocal ActivistKey PublicDiversity, Equity, and Inclusion in Public RelationsPlanning Example 4A: Identifying PublicsChecklist 4A: PublicsAnalyzing Key PublicsStage of DevelopmentCharacteristics of Key PublicsStereotypeNative American StereotypeArab Americans and American MuslimsItalian American StereotypeAsian American StereotypeLGBTQ StereotypeCultural ContextRethinking Your PublicsBenefit StatementEthics MinuteWhat's Next?Planning Example 4B: Analyzing Key PublicsChecklist 4B: Key PublicsEthics Minute Answer KeyWorks Cited
Phase Two: Strategy
Step 5 Creating Positioning Statements, Goals, and Objectives
PositioningResearch for PositioningEthics of PositioningGoalObjectiveElements of ObjectivesHierarchy of ObjectivesDeveloping ObjectivesWriting ObjectivesEthics MinuteWhat's Next?Planning Example 5: Creating Positioning Statements, Goals, and ObjectivesChecklist 5: Positioning Statements, Goals, and ObjectivesEthics Minute Answer KeyNotesWorks Cited
Step 6 Choosing Proactive and Reactive Strategies
Proactive StrategyReactive StrategyProactive Strategy 1: ActionOrganizational PerformanceAudience EngagementSpecial EventAlliance, Coalition, PartnershipSponsorshipStrategic PhilanthropyCorporate Social ResponsibilityVolunteerismActivismProactive Strategy 2: CommunicationPublicityNewsworthy InformationMisinformation, Disinformation, and Fake NewsGenerating NewsCelebrity EndorsementsCongressional TestimonyNews PegTransparent CommunicationTransparency about Public Health: COVID-19 CommunicationReactive Public Relations StrategiesReactive Strategy 1: Preemptive ActionPrebuttalReactive Strategy 2: Offensive ResponseAttackEmbarrassmentShockThreatDoubledownReactive Strategy 3: Defensive ResponseDenialExcuseJustificationStrategic ReversalReactive Strategy 4: Diversionary ResponseConcessionIngratiationDisassociationRelabelingReactive Strategy 5: Vocal CommiserationConcernCondolenceRegretApologyReactive Strategy 6: Rectifying BehaviorInvestigationCorrective ActionRestitutionRepentanceReactive Strategy 7: Deliberate InactionStrategic SilenceStrategic AmbiguityStrategic InactionWeighing Options and Making Ethical JudgmentsEthics MinuteWhat's Next?Planning Example 6: Proactive and Reactive StrategiesChecklist 6: Proactive and Reactive StrategiesEthics Minute Answer KeyWorks Cited
Step 7 Developing the Message Strategy
Communication ProcessInformation: Flow of CommunicationPersuasion: Attempt to InfluenceDialogue: Quest for UnderstandingRhetorical Tradition of Persuasive CommunicationEthos: Message SourceCredibility: Power to InspireCharisma: Power of Personal CharmControl: Power of CommandOrganizational SpokespeopleCelebrity SpokespersonCompany SpokespersonSpokespeople and EthicsPaid EndorsementsPlanning Example 7A: Selecting Message SourceChecklist 7A: Message SourceLogos: Appeal to ReasonVerbal EvidenceVisual Supporting EvidenceErrors of LogicStatisticsPathos: Appeal to SentimentPositive Emotional AppealNegative Emotional AppealPlanning Example 7B: Determining Message AppealChecklist 7B: Message AppealVerbal CommunicationMessage StructureMessage ContentNonverbal CommunicationKinesics (Body Language)Oculesics (Eye Contact)Proxemics (Social Space)Haptics (Touching)Vocalics (Language Cues)Chronemics (Timing)Visual and Aural CommunicationSymbolLogoPhysical ArtifactClothingPeopleMascotColorMusicLanguageBranding the Strategic MessageLanguage of BrandingLessons about BrandingEthics MinuteWhat's Next?Planning Example 7C: Verbal and Nonverbal CommunicationChecklist 7C: Verbal and Nonverbal CommunicationEthics Minute Answer KeyWorks Cited
Phase Three: Tactics
Step 8 Selecting Communication Tactics, Part 1 – Owned Media
The PESO ModelOwned Media TacticsStrategy for Owned MediaDigital MediaElectronic MediaInterpersonal CommunicationPrint and Online PublicationsDirect MailEthics MinuteWhat's Next?Planning Example 8A: Selecting Owned Media TacticsChecklist 8A: Owned Media TacticsEthics Minute Answer KeyWorks Cited
Step 8 Selecting Communication Tactics, Part 2 – Earned Media
Earned Media TacticsStrategy for Earned MediaNews Media Theories and Public RelationsTelevisionRadioNews BlogNewspapersMagazinesPublic Relations and Earned MediaDirect News SubsidyIndirect News SubsidyOpinion SubsidyInteractive Media EngagementEthics MinuteWhat's Next?Planning Example 8B: Selecting Earned Media TacticsChecklist 8B: Earned Media TacticsEthics Minute Answer KeyWorks Cited
Step 8 Selecting Communication Tactics, Part 3 – Shared Media
Shared Media TacticsStrategy for Shared MediaSocial Networking SitesMicroblogsVideo and Photo SharingLivestreamingDisappearing Content FormatsInstant MessagingDiscussion ForumsSocial Audio PlatformsWikisClosed/Private Community GroupsEthics MinuteWhat's Next?Planning Example 8C: Selecting Shared Media TacticsChecklist 8C: Shared Media TacticsEthics Minute Answer KeyWorks Cited
Step 8 Selecting Communication Tactics, Part 4 – Paid Media
Paid MediaStrategy for Paid MediaDigital Media AdvertisingTelevision and Radio AdvertisingPrint AdvertisingOut-of-Home AdvertisingPromotional ItemsEthics MinuteWhat's Next?Planning Example 8D: Selecting Paid Media TacticsChecklist 8D: Paid Media TacticsEthics Minute Answer KeyWorks Cited
Step 9 Implementing the Strategic Plan
Packaging Communication TacticsThinking CreativelyPutting the Program TogetherPlanning Example 9A: Implementing the Strategic PlanChecklist 9A: Implementing the Strategic PlanCampaign Plan BookCampaign ScheduleFrequency of TacticsTimeline of TasksCampaign BudgetBudget ItemsApproaches to BudgetingFixed BudgetVariable BudgetFull-Cost BudgetingOptimal SuccessEthics MinuteWhat's Next?Planning Example 9B: Implementing the Strategic PlanChecklist 9B: Implementing the Strategic PlanEthics Minute Answer KeyWorks Cited
Phase Four: Evaluative Research
Step 10 Evaluating the Strategic Plan
What to EvaluateDesign QuestionsMethods of Evaluative ResearchEvaluation CriteriaWhen to EvaluateApproaches to Research DesignFactors in Evaluation DesignHow to EvaluateJudgmental AssessmentCommunication OutputsEvaluating Awareness ObjectivesEvaluating Acceptance ObjectivesEvaluating Action ObjectivesData Analysis and ReportsUltimate Evaluation: Value-Added Public RelationsEthics MinuteWhat's Next?Planning Example 10: Evaluating the Strategic PlanChecklist 10: Evaluation PlanEthics Minute Answer KeyWorks Cited
Appendix A Media Engagement
ReputationReputation and PerformanceReputation as a Strategic ToolReputation ManagementReputation and News MediaReputation as a Participant ActivityHeadlines and Bottom LinesMedia RelationsMedia Relations . . . from the Media SideMedia Relations . . . from the Organization SideMedia Relations . . . from Both SidesReputational Bumps and BruisesPoints for ConsiderationCredibilityInterview SettingIf You Are Asked for an InterviewDress for Interview SuccessInterview PostureInterview PlanningPreparing for an InterviewBe-Attitudes for Interview SuccessInterview AttitudeCommunicating during an InterviewProblem InterviewsAfter an Interview
Appendix B Crisis Communication
Types of CrisesSudden vs. Smoldering CrisesCrisis StrategyCrisis MessagingPreparing for Crises
Appendix C Example of a Content Analysis
Example of a Content AnalysisAppropriate TopicPopulation and SampleUnit of AnalysisMechanics of StudyData ReportingData AnalysisRecommendations
Glossary
Index

Overview

The seventh edition of Strategic Planning for Public Relations continues its place as a leading text to guide students in developing successful public relations campaigns.

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