Strategic Planning for Public Relations

Deborah A. Silverman is Chair and Associate Professor in the Department of Communication at SUNY Buffalo State University, U.S.A. She is Accredited in Public Relations and a member of the Public Relations Society of America's College of Fellows.Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at SUNY Buffalo State University, U.S.A. He was Accredited in Public Relations.

• Introduction Phase One: Formative Research Step 1. Analyzing the Situation Step 2. Choosing Research Methods Step 3. Analyzing the Organization Step 4. Analyzing the Publics Phase Two: Strategy Step 5. Creating Positioning Statements, Goals, and Objectives Step 6. Choosing Proactive and Reactive Strategies Step 7. Developing the Message Strategy Phase Three: Tactics Step 8. Selecting Communication Tactics, Part 1: Owned Media Step 8. Selecting Communication Tactics, Part 2: Earned Media Step 8. Selecting Communication Tactics, Part 3: Shared Media Step 8. Selecting Communication Tactics, Part 4: Paid Media Step 9. Implementing the Strategic Plan Phase Four: Evaluative Research Step 10. Evaluating the Strategic Plan Appendices: A. Media Engagement B. Crisis Communication C. Example of a Content Analysis

“If you’re looking for a communication planning resource, then Strategic Planning for Public Relations is your text. It’s ideal for both students and professionals looking to enhance their knowledge of the campaign development process; a process that, when executed effectively, reinforces public relations as a strategic discipline and critical business management function.”Jennie Donohue, University of Massachusetts Amherst, USA.“Silverman’s masterful revisions of a PR classic take a seminal textbook to higher heights.”Seow Ting Lee, University of Colorado Boulder, USA“It provides very extensive, thorough and comprehensive information necessary for public relations campaigns. A useful worksheet/checklist for students to use is a nice bonus.”Yeonsoo Kim, Ph.D., APR., The University of Texas at Austin, USA.