Public Relations Planning A Strategic Approach

Public Relations Planning provides students with an in-depth understanding of the steps involved in planning and executing a successful PR campaign. Taking a strategic approach to the subject, the author brings years of practical experience to the project, helping students see how it all fits together in reality. The book goes beyond an introductory discussion of the theory of PR planning, incorporating material from cutting-edge research in the field. A discussion of the psychological aspects of communication, material on in-house/employee communication, as well as a chapter dedicated to discussing how social media strategies fit into a PR campaign, give students a real edge when it comes to executing an effective campaign. Plenty of global examples and a companion website featuring PowerPoint slides, a test bank, and answer key for end-of-chapter questions round out this excellent resource for students of public relations and corporate communication.

Part I: Introduction 1. Introduction to Public Relations 2. Professional Associations and Public Relations Code of Ethics 3.Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders 4. Public Relations Research Part II: Situational Analysis 5. Situational Analysis: Defining and Understanding the Public Relations Issue 6. Situational Analysis: Defining Stakeholders Part III: Goals, Objectives, and Strategy 7. Strategy: Conceptualization, Goals, Objectives, and Central Message 8. Strategy: More on Public Relations Central Messaging Part IV: Planning: Key Stakeholder Tactics and Action Plans 9. Public Relations Tactics’ Toolbox 10. Social Media Tactics 11. Internal Messaging Part V: Budgeting and Evaluation 12. Budgeting and Scheduling for a Public Relations Campaign 13. Public Relations Campaign Evaluation Part VI: Putting It All Together 14. Putting It All Together – The Public Relation Campaign Part VII: Cultural Factors 15. Culture, Diversity, and Inclusion 16.Global Public Relations 17. Women in Strategic Communications Appendix A Glossary 408 Appendix B Plansbook Checklist 439 Appendix C Case Studies

Edward T. Vieira, Jr.is Professor of Marketing and Statistics in the School of Business at Simmons University, USA.