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Strategic Planning for Public Relations, by Ronald D. Smith
Free PDF Strategic Planning for Public Relations, by Ronald D. Smith
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This innovative and popular text provides a clear pathway to developing public relations campaigns and other types of strategic communication. Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step unfolding of the strategic campaign process used in public relations practice. Drawing from his experience in professional practice and in the classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical planning, and plan evaluation phases of the process.
Offering clear explanations, relevant examples, and practical exercises, this text identifies and discusses the decision points and options in the development of a communication program. The cases and examples included here explore classic real-world public relations situations as well as current, timely events. This fourth edition�highlights the results of new research studies on opinions and practices within the discipline, and adds overviews of several award-winning public relations campaigns.
As a classroom text or a resource for professional practice, this volume provides a model that can be adapted to fit specific circumstances and used to improve effectiveness and creativity in communication planning. It serves as an accessible and understandable guide to field-tested procedures, offering practical insights that apply to public relations campaigns and case studies coursework.
- Sales Rank: #60233 in Books
- Published on: 2012-12-21
- Original language: English
- Number of items: 1
- Dimensions: 1.20" h x 7.30" w x 9.20" l, 1.85 pounds
- Binding: Paperback
- 560 pages
About the Author
Ronald D. Smith is Professor of Public Communication and former Chair of the Communication Department at Buffalo State (SUNY). He currently serves as interim Associate Dean of the School of Arts and Humanities. He is an accredited member of the Public Relations Society of America.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Great resource
By Teresa O
I purchased this book for school. It is well written and follows the strategic planning process for public relations to a tee. This is a great resource to have on your bookshelf.
4 of 5 people found the following review helpful.
NO PAGE NUMBERS ON KINDLE EDITION
By Amanda M Mortin
No page numbers on locations on the kindle edition which makes this purchase useless for my school work because we do not read the chapters but sections.
3 of 4 people found the following review helpful.
Solid examples, good text for students
By Amazon Customer
I purchased this book as a text for my Masters in Public Relations course. The author's use of cited examples throughout gives a clear picture of the successful and unfortunate PR techniques for various crisis situations. From the Pepsi syringe case to the Exxon Valdez, we see where PR practitioners went wrong or got it right. Clear definitions of the process and how to apply the knowledge. (This is a review of the Kindle E-reader version)
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