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Smith, Ronald D., 4 0 1948-

Strategic planning for public relations / 6 6 Ronald D. Smith. - Third Edition. - - xix, 436 p. : ill. 24 cm. - - - - - . - . - 0 . - . - 0 .



Includes bibliographical references (p. [414]-421) and index.

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.

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ISBN: 9780415994224;9780203891186 (pbk.);0415994225 (pbk.);020389118X (ebk.)

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LC Class. No.: HM1221 / .S77 20092

Dewey Class. No.: 659.2 / 222

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