Public Relations Planning: A Practical Guide for Strategic Communication

Cover
Endorsements
Half Title
Title
Copyright
Dedication
Contents
List of Figures
List of Tables
Preface
Acknowledgments
Part I Introduction
	1. Introduction to Public Relations
		Learning Objectives
		Introduction
			Asymmetric and Symmetric Public Relations
			Current Trends in Public Relations
				The Nature of Online Interaction
				Interdependent Publics
				Glocalization
				The Impact of COVID-19
			Where Does Public Relations Start and Who Does It?
		Functions of Public Relations
		Types of Public Relations
		Public Relations and Marketing Communication
		Public Relations Roles
			Social Media Role in Public Relations
			Job Prospects for the Public Relations Practitioner
		Think about This …
		Models of Public Relations
			Press Agent/Publicity Model
			Public Information Model
			Two-way Asymmetric Model
			Two-Way Symmetric Model
		PESO Model: Paid, Earned, Shared, and Owned Media
		Social Media as Two-way Communication for Public Relations
		The Process and Phases of a Public Relations Campaign
			Kinds of Public Relations Campaigns
		Project Management: An Essential Skill for Public Relations Managers
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		Note
		References
	2. Professional Associations and Public Relations Code of Ethics
		Learning Objectives
		Introduction
		Public Relations Associations
			Public Relations Society of America (PRSA)
			The Public Relations Student Society of America (PRSSA)
			PRSA Certification and Accreditation Programs
			International Association of Business Communicators (IABC)
			IABC Student Chapters
			Global Communication Certification Council (GCCC) Certification Programs
			American Marketing Association (AMA)
			AMA Collegiate Chapters
			AMA Professional Certified Marketer (PCM) Program
			Global Alliance for Public Relations and Communications Management
			International Public Relations Association (IPRA)
			Canadian Public Relations Society (CPRS)
			CPRS Accredited in Public Relations (APR)
			Association for Education in Journalism and Mass Communication and Other Academic Associations
		Think about This . . .
		Public Relations Ethics
			Public Relations Codes of Ethics and Conduct
			PRSA/PRSSA Codes of Ethics and Conduct
			IPRA Code of Conduct
		Environmental, Social, and Corporate Governance (ESG)
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
	3. Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders
		Learning Objectives
		Introduction
		What Drives People?
			Self-Esteem
			Maslow’s Hierarchy of Needs
			Self-Determination Theory (SDT)
			Motivational Framework of the Values and Lifestyles (VALS)
			Cognitive Dissonance Reduction
		The Nature of Information Processing
			Affect–Reason–Involvement Model
			Heuristic Systematic Model
		Understanding: The Challenge of Listening
		The Overall Process of Decision-Making
		More on Attitudes, Decision-Making, and Behaviors
			Rokeach’s Theory of Beliefs, Values, and Attitudes
			Theory of Reasoned Action
		Think about This . . .
			Theory of Planned Behavior
			Transtheoretical Model of Behavioral Change
			Uses and Gratifications Theory
				Reasons for Using Media
					Entertainment
					Interaction and Personal Relationships
					Personal Identity
					Surveillance and Information
				Characteristics of Those Who Use the Media
			Fear Appeals
		Opinion Leaders and Diffusion of Innovation
		Putting It All Together
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
	4. Public Relations Research
		Learning Objectives
		Introduction
			Some Definitions
			The Process of Reification
			Sample Data vs. Census Data
				Data Scraping
		Uses of Research in Public Relations
		Basic Types of Research Design
			Data Analytics
				Three Types of Analytics
				Data Dashboards
			Survey or Self-Report Research Design
			Person-to-Person Administered Questionnaire
			Self-Administered Survey Questionnaire
			Experimental Research Design
			Cause and Effect Relationship
			Lab Experiment
			Field Experiment
				Manipulation Check
				External Influences
				Managing the Effects of Unaccounted for Extraneous Variables
			Observational Research Design
			Personal Observation
			Digital Observation
			Content Analysis
				Misinformation, Disinformation, and Fake News
			Single Time vs. Multiple Times Designs
			Cross-Sectional Design
			Longitudinal Design
			Case Studies
			Mixed Research Designs
		Think About This . . .
		The Research Goal and Questions
			Research Goal
			Research Questions
			The Interconnected Parts of Research
		Sampling Considerations and Types
			Probability Sampling
				Simple Random
				Systematic Random
				Cluster (Random)
				Stratified Random
			Nonprobability Sampling
				Convenience
				Judgmental
				Quota
				Snowball
		The Focus Group and the Internal Communication Audit
			Focus Groups
			Internal Communication Audit
				The Two Purposes of an Internal Communication Audit
				Issues Covered in an Internal Communication Audit
				The Internal Communication Audit Professional
				Steps of an Internal Communication Audit
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
Part II Situational Analysis
	5. Situational Analysis: Defining and Understanding Public Relations Issues
		Learning Objectives
		Introduction
		Reactive and Proactive Issue Recognition
			Reactive Issue Recognition
			Proactive Issue Recognition
		Think about This …
		Environmental Scanning
			External Scanning
		Internal Scanning
		Issue Identification Steps
		Issue Definition Example
		Competitive Issue Analysis
		Reporting Issues
		An Example of Environmental Scanning: The Scan by SBI
		Some Final Thoughts
		In the Case of Canyon Ranch . . . Introduction to the Issue
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		Note
		References
	6. Situational Analysis: Defining Stakeholders
		Learning Objectives
		Introduction
		Public Relations Target Groups: Who Are They?
			Stakeholders
			Publics
			Internal and External Stakeholders
			News Media as a Stakeholder
			Opinion Leaders as a Public
			Constituents
			Market Segments
			Audiences
		Think about This . . .
		Defining Publics by Shared Characteristics
			Geographic
			Demographics
			Psychographics
			VALS
				Innovators
				Thinkers
				Achievers
				Experiencers
				Believers
				Strivers
				Makers
				Survivors
			Myers Briggs Type Indicator
				Extroversion or Introversion: Preferred Interaction with Others
				Intuitive or Sensor: The Nature of Information Processing
				Feelers or Thinkers: The Human Element of Decision-Making
				Judgers or Perceivers: Decision-Making in the World
			VALS and MBTI
			Behavioristic
			Motigraphics
			Data Resources for Segmenting Publics
		The Process for Defining Public Relations Target Groups
			Choice Benefit Analysis
			Prioritizing Stakeholders/Publics
		Examples of Publics’ Profiles
		Stakeholders by Organization Type
		In the Case of Canyon Ranch . . . The Publics
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		Notes
		References
Part III Goals, Objectives, and Strategy
	7. Strategy: Conceptualization, Goals, Objectives, and Central Message
		Learning Objectives
		Introduction
		Strategy Development
			Public Relations Goals
			Public Relations Objectives
		Think about This …
			Required Components of Public Relations Objectives
			Setting the Public Relations Objective
			Overall and Stakeholder Public Relations Objectives
			The Case of News Media Public Relations Objectives
		Central Message Strategy
			Slogans and Taglines
			Pre-testing Central Messages and Slogans
		In the Case of Canyon Ranch . . . the Strategy
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		Note
		References
	8. Strategy: More on Public Relations Central Messaging
		Learning Objectives
		Introduction
		Kinds of Central Messages
			Repositioning the Central Message
		Think about This . . .
		Some Thoughts from a Pollster
		Putting It All Together with Some Examples
		In the Case of Canyon Ranch . . . The Central Message
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
Part IV Planning: Key Stakeholder Tactics and Action Plans
	9. Public Relations Tactics’ Toolbox
		Learning Objectives
		Introduction
			General Ways of Looking at Tactics
		Types of Tactics
			Individual-Level Messaging
				Direct Messaging
				One-on-One Meeting
				Interview
				Issue Advocacy
				Ongoing News Media Relationships
				Internal Counseling
				Publicist
				Virtual Reality and Metaverse
			Group-Level Messaging
				Event
				Specialty periodicals
				Specialty Newsletter
				Speech Writing
				Annual Report
				Brochure and Handbook
				Press Tour and Briefing
				Partnership Program Development
				Situational Analysis as a Tactic
				Campaign Evaluation as a Tactic
			Mass-Level Messaging
				Banner and Other Web Ads
				Public Service Announcement (PSA)
				Podcast
				Video
				Advertising
				News Release
				Video News Release
				Audio News Release
				Media Advisory
				Pitch Letter
				Fact Sheet
				Media Kit
				Magazine
				Newsletter
				Opinion Editorial Piece
				Brand Promotional Content
				Website
				Signage
				Sponsorship
				Celebrity Endorsement and Management
				Exhibition
		Artificial Intelligence (AI) in Public Relations and Communication
			ChatGPT
			Copilot
			IBM Watson
		Think about This . . .
			DALL-E
		Choosing Tactics
		Framing Messages
			Circadian Rhythms
			What Is Framing?
				Visual Communication
				Lovemarks
				Compliance Gaining Strategies
				Toulmin Model of Argumentation
				Satisfaction Model
				Fear Appeals
		Message Construction
			The Meaning of Colors across Cultures
			Music in Messaging
				How Does Music Engage the Brain?
					Emotion
					Memory
					Attention
					Learning and Neuroplasticity
				Video Message Production Considerations
					Camera Shots, Moves, Transitions, Cuts, and Angles
					Pacing
		In the Case of Canyon Ranch . . . Action Plan for Corporate Clients
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
	10. Social Media Tactics
		Learning Objectives
		Introduction
		The Social Media Communication Process
			Credibility
			Loyalty
			Spreading the Word, Spreading the Behavior
			Social Media Influencers
		Social Media Platforms
			General Social Networks
				Facebook
			Think about This . . .
				LinkedIn
				WeChat
			Video Sharing
				TikTok
				YouTube
				Vimeo
			Mostly Image Sharing
				Pinterest
				Instagram
				Snapchat
				Flickr
			Audio Sharing
				Podcasts
			Interpersonal Communication
				Email
				Instant Messaging
					WhatsApp
					Facebook Messenger
					Mobile Texting
			Video Communication
				Zoom
				Skype
				Microsoft Teams
				Google Duo
			Blogging
				Tumblr
				X, Micro-blogging
				WordPress
			Message/Forum Board
				Reddit
				Meetup: From Online to In-Person
			Wikis
		Launching a Social Media Campaign
			A Framework for Effective Social Media Communication
				Relevance, Engagement, and Advocacy
			Creating and Optimizing Social Media Content
				Know the Social Media Where Your Target Publics Work or Play
				Social Media Messaging Production
					Text-Based Messaging
					Blogging
					Images
					Video
					Timing
					A Word about Hashtags and Tags
			Search Engine Optimization
			Select Social Media Best Practices
				Facebook
				LinkedIn
				Pinterest
				YouTube
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		Note
		References
	11. Internal Messaging
		Learning Objectives
		Introduction
		What is an Organization?
			General Types of Organizations
			Level of Control
		Internal Stakeholders
		Goals and Types of Internal Communication
			Internal Communication by Function
			No Communication that Speaks Volumes
			Auto-communication
			Channels of Internal Communication
		Barriers to Internal Communication
			Technology
			Red Tape
			Cultural Barriers
			Groupthink
		Internal Communication Best Practices
		Think about This …
		Internal Communication Audit
		Intranet and Social Media
			Where Employees Play
			Challenges of Synchronous Communication in Hybrid Channels
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		Notes
		References
Part V Budgeting and Evaluation
	12. Budgeting and Scheduling for a Public Relations Campaign
		Learning Objectives
		Introduction
		Types of Campaign Costs
			Personnel Costs
			Administrative Costs
			Production and Programming Costs
			Contingency Fund
			Final Budget
		Types of Budgets
			Competitive-comparison
			Co-op Only Budgeting
			Cost–benefit analysis
			Objective-Based Budgeting
			Opportunity–cost analysis
			Past-spending
			Percentage-of-sales
			Unit-of-Sales
			Month-to-Month Budgeting
			Stage-of-Life-Cycle Budgeting
			Subjective Budgeting
			Zero-Based Budgeting
		Think about This . . .
		Scheduling
			Scheduling Strategy
			Gantt Chart
		Objectives, Scheduling, and Budgeting
		In the Case of Canyon Ranch . . . The Schedule and Budget
		Standardized Costs
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
	13. Public Relations Campaign Evaluation
		Learning Objectives
		Introduction
		When to Evaluate Public Relations
		Characteristics of Public Relations Measurable Objectives
			Basis for Establishing Measurable Objectives
			Components of a Clear Measurable Objective
		Types of Public Relations Measurable Objectives
			“Return on Investment” Objective
			Overall Objectives and Individual Public Action Plan Objectives
			The Alignment of Public Relations Objectives in Dynamic Environments
		Think about This . . .
		Factors to Consider in Evaluation
		Steps in the Evaluation Process
		Benchmark Metrics
		Transparency in the Evaluation Process
		In the Case of Canyon Ranch … Benchmarks and Evaluation
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
Part VI Putting It All Together
	14. Putting It All Together: The Public Relation Campaign Plansbook
		Learning Objectives
		Introduction
		Executive Summary
		Situational Analysis
		Strategy
		Action Plans
		Think about This . . .
		Scheduling
		Budgeting
		Evaluation
		Conclusion, References, and Appendix
		Public Relations Campaign Plan Outline
		In the Case of Canyon Ranch … The Public Relations Campaign Plansbook
			Executive Summary
				Issue
				Goal
				Expected Outcomes
				Key Publics
				Central Message
			Table of Contents
				I. Introduction
				II. Situational Analysis
					Brief History of the Organization and Situation
					Issue
					Profile Publics and/or Stakeholders
				III. Strategy: Goals, Overall Objectives, and Central Message
					Goal
					Overall Objectives
					Central Message
				IV. Action Plans for Publics
					Action Plan for Women
					Action Plan for Men
					Action Plan for News Media
					Action Plan for Corporate Customers
					Travel Agents and Agencies
				V. Scheduling and Budgeting
					Master Schedule and Budget
					Contingency Fund
				VI. Evaluation
					Overall Benchmarked Objectives
					Action Plan Benchmarked Objectives
					CPM
				VII. Conclusion
				VIII. References
				IX. Appendix
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		Note
		Reference
Part VII Cultural Factors
	15. Culture, Diversity, and Inclusion
		Learning Objectives
		Introduction
		What Are Diversity and Inclusion?
		Culture
			Strong Organizational Cultures
			Cultural Relativism
			Cultural Ethnocentrism
		Think about This …
		Diversity Is about Equality
			Structural Barriers
			Relational Barriers
		Diversity and Inclusion in Public Relations
			Some Multicultural Challenges that Face Public Relations Practitioners
		Diversity and Inclusion Best Practices in Organizations
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
	16. Global Public Relations
		Learning Objectives
		Introduction
		Cultural Dimensions
			Power Distance
			Individualism (as Opposed to Collectivism)
			Masculinity (as Opposed to Femininity)
			Uncertainty Avoidance
			Long-Term Orientation (as Opposed to Short-Term Normative Orientation)
			Indulgence (as Opposed to Restraint)
		Sapir-Whorf Hypothesis: A Way of Looking at Language
		Ethics
		Economic Environment
		Political and Legal Environments
			Three Examples
		Think about This . . .
		Media Environment
			Media Control
			Media Diffusion
			Media Access
		Activism
		Why All of These Environmental Questions?
		A Few Examples
		Global Public Relations Best Practices
			Perspective
			Communication
			Organizational
		Summary of Key Concepts
		Key Terms
		Chapter Questions
		References
Appendix A Glossary
Appendix B Public Relations Campaign Plansbook Checklist
Appendix C Case Studies
	Case Study 1 Burger King Branding in Japan
	Case Study 2 CVS: Promoting Recruitment and Retention
	Case Study 3 Deepwater Horizon Case in Crisis Communication
	Case Study 4 Dubai International Motor Show: Media Coverage and Promotions
	Case Study 5 Equifax: Crisis Communication and Credibility
	Case Study 6 IBM: An Evolving Brand
	Case Study 7 Knowing the Consumer and Promoting the iPhone X
	Case Study 8 Museum of London: A Study in Engagement
	Case Study 9 Real Estate Public Relations: Three Examples, One Case Study
	Case Study 10 Starbucks: Promoting Through Social Media
	Case Study 11 The Skoda Global Campaign and the Role of Data
	Case Study 12 UNICEF: A Study in Advocacy
	Case Study 13 Winnipeg CEO Sleepout: Building Support
Index