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The Practice of Government Public Relations
book

The Practice of Government Public Relations

by Mordecai Lee, Grant Neeley, Kendra Stewart
August 2011
Beginner to intermediate content levelBeginner to intermediate
272 pages
8h 45m
English
CRC Press
Content preview from The Practice of Government Public Relations
Strategic Communication Planning ◾  153
II. Unit
A. Identify any PR Problems, Opportunities, Goals
a. Mandatory/Pragmatic/Political
b. Reputation/Relationship/Task Management
B. Develop Background/Situation Analysis
a. Strengths, Weaknesses, Opportunities, Challenges
b. Political, Economic, Societal, Technological Environments
C. Other Research to determine what people know, feel and do
a. Media Monitoring
i. Coverage content analysis
a. Tone toward organization (positive, negative, neutral)
b. Key/repeated messages
b. Boundary Spanning
i. Internal listening
ii. External constituent listening
a. Correspondence/calls/complaints
c. New, primary research, formal and informal
i. Polls, surveys, focus groups, ...
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Publisher Resources

ISBN: 9781439834657