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Strategic Planning for Public Relations


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Table of Contents



Phase One: Formative Research

Step 1: Analyzing the Situation

Step 2: Analyzing the Organization

Step 3: Analyzing the Publics Phase Two: Strategy Step 4: Establishing Goals and Objectives Step 5: Formulating Action and Response Strategies Step 6: Developing the Message Strategy Phase Three: Tactics Step 7: Selecting Communication Tactics Step 8: Implementing the Strategic Plan Phase Four: Evaluative Research Step 9: Evaluating the Strategic Plan Appendices: A: Applied Research B: Focus Groups C: Survey Research D: Content Analysis E: Media Engagement F: Crisis Communication Glossary Citations and Recommended Readings Index

About the Author

Ronald D. Smith is Professor Emeritus of Public Communication and former Chair of the Communication Department at Buffalo State (SUNY). He is an accredited member of the Public Relations Society of America.

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