Strategic planning for public relations

Cover
Strategic Planning for Public Relations
Title Page
Copyright Page
Table of Contents
Preface
	New to This Fourth Edition
	Note to Students
	Note to Public Relations Practitioners
	Note to Instructors
	Who Uses This Book?
	Acknowledgments
	Personal Dedication
	An Invitation
About the Author
Cases and Examples
Introduction
	Organizational Process
	Strategic Communication
	Integrated Communication
	Advertising
	Strategic Public Relations
		Phase 1: Formative Research
		Phase 2: Strategy
		Phase 3: Tactics
		Phase 4: Evaluative Research
	Effective Creativity
Phase One FORMATIVE RESEARCH
	STEP 1 Analyzing the Situation
		Public Relations Situation
			Obstacles into Opportunities
			Finding Consensus
		Issues Management
			Background of Issues Management
		Risk Management
		Crisis Management
			Unpredicted, but Predictable
		Public Relations and Ethics
		What’s Next?
		Planning Example 1: Analyzing the Situation
		Checklist 1: The Public Relations Situation
	STEP 2 Analyzing the Organization
		Internal Environment
			Performance
			Niche
			Structure
			Ethical Base
			Internal Impediments
		Public Perception
			Visibility
			Reputation
		External Environment
			Supporters
			Competitors
			Opponents
		External Impediments
		What’s Next?
		Planning Example 2: Analyzing the Organization
		Checklist 2A: Internal Environment
		Checklist 2B: Public Perception
		Checklist 2C: External Environment
	STEP 3 Analyzing the Publics
		Public
			Public, Market, Audience and Stakeholder
			Characteristics of Publics
			Categories of Publics
		Intercessory Public and Opinion Leader
		Key Public
		Planning Example 3A: Identifying Publics
		Checklist 3A: Publics
		Analyzing Key Publics
			Stages of Development
			Key Characteristics
		Stereotype
		Cultural Context
			Saving Face
		Rethinking Your Publics
		Benefit Statement
		What’s Next?
		Planning Example 3B: Analyzing Key Publics
		Checklist 3B: Key Publics
Phase Two STRATEGY
	STEP 4 Establishing Goals and Objectives
		Positioning
			Positioning Ethics
		Goal
		Objective
			Elements of Objectives
			Hierarchy of Objectives
			Developing Objectives
			Writing Objectives
		What’s Next?
		Planning Example 4: Establishing Goals and Objectives
		Checklist 4: Goals and Objectives
	STEP 5 Formulating Action and Response Strategies
		Proactive Strategy 1: Action
			Organizational Performance
			Audience Engagement
			Special Event
			Alliance and Coalition
			Sponsorship
			Strategic Philanthropy
			Activism
		Proactive Strategy 2: Communication
			Publicity
			Generating News
			Newsworthy Information
			Transparent Communication
			Media Theory and Public Relations
		Reactive Public Relations Strategies
		Reactive Strategy 1: Pre-emptive Action
			Prebuttal
		Reactive Strategy 2: Offensive Response
			Attack
			Embarrassment
			Shock
			Threat
		Reactive Strategy 3: Defensive Response
			Denial
			Excuse
			Justification
			Reversal
		Reactive Strategy 4: Diversionary Response
			Concession
			Ingratiation
			Disassociation
			Relabeling
		Reactive Strategy 5: Vocal Commiseration
			Concern
			Condolence
			Regret
			Apology
		Reactive Strategy 6: Rectifying Behavior
			Investigation
			Corrective Action
			Restitution
			Repentance
		Reactive Strategy 7: Deliberate Inaction
			Strategic Silence
			Strategic Ambiguity
			Strategic Inaction
		Weighing Options
		What’s Next?
		Planning Example 5: Formulating Action and Response Strategies
		Checklist 5: Action and Response Strategies
	STEP 6 Developing the Message Strategy
		Communication Process
			Information: Flow of Communication
			Persuasion: Attempts to Influence
			Dialogue: Quest for Understanding
		Rhetorical Tradition
		Ethos: Selecting Message Sources
			Credibility: Power to Inspire Belief
			Charisma: Power of Personal Charm
			Control: Power of Command
		Organizational Spokespeople
			Celebrity Spokespersons
			Company Spokespeople
			Spokespeople and Ethics
		Planning Example 6A: Selecting Message Sources
		Checklist 6A: Message Sources
		Logos: Appealing to Reason
			Verbal Evidence
			Visual Supporting Evidence
			Errors of Logic
			Statistics
		Pathos: Appealing to Sentiment
			Positive Emotional Appeals
			Negative Emotional Appeals
		Planning Example 6B: Determining Message Appeals
		Checklist 6B: Message Appeals
		Verbal Communication
			Message Structure
			Message Content
		Nonverbal Communication
			Visual Communication
		Planning Example 6C: Verbal and Nonverbal Communication
		Checklist 6C: Verbal and Nonverbal Communication
		Branding the Strategic Message
			Language of Branding
			Lessons about Branding
		What’s Next?
Phase Three TACTICS
	STEP 7 Selecting Communication Tactics
		Conventional Communication Tactics
		Strategic Communication Tactics
		Interpersonal Communication Techniques
			Strategy for Interpersonal Communication
			Personal Involvement
			Information Exchange
			Special Events
			Planning Special Events
		Planning Example 7A: Selecting Interpersonal Communication Tactics
		Checklist 7A: Interpersonal Communication Tactics
		Organizational Media Tactics
			Strategy for Organizational Media
			Publications
			Direct Mail
			Electronic Media
			Digital Media
			Social Media
		Planning Example 7B: Selecting Organizational Media Tactics
		Checklist 7B: Organizational Media Tactics
		News Media Tactics
			Strategy for News Media
			Newspaper
			Magazine
			Radio
			Television
			Media Information Needs
			Direct Information Subsidy
			Indirect Information Subsidy
			Opinion Subsidy
			Interactive Media Engagement
		Planning Example 7C: Selecting News Media Tactics
		Checklist 7C: News Media Tactics
		Advertising and Promotional Media Tactics
			Strategy for Advertising and Promotional Media
			Print Advertising
			Electronic Media Advertising
			Out-of-Home Advertising
			Promotional Items
		What’s Next?
		Planning Example 7D: Selecting Advertising and Promotional Tactics
		Checklist 7D: Advertising and Promotional Tactics
	STEP 8 Implementing the Strategic Plan
		Packaging Communication Tactics
			Thinking Creatively
			Putting the Program Together
		Planning Example 8A: Packaging the Communication Tactics
		Checklist 8A: Packaging Communication Tactics
		Campaign Plan Book
			Example: Tactics for Open House
		Campaign Schedule
			Frequency of Tactics
			Timeline of Tasks
		Campaign Budget
			Budget Items
			Approaches to Budgeting
			Budget Management
			Full-Cost Budgeting
			How Much Success Is Necessary?
		What’s Next?
		Planning Example 8B: Implementing the Strategic Plan
		Checklist 8B: Implementing the Strategic Plan
Phase Four EVALUATIVE RESEARCH
	STEP 9 Evaluating the Strategic Plan
		What to Evaluate
			Design Questions
			Evaluation Criteria
		When to Evaluate
			Implementation Report
			Progress Report
			Final Report
			Research Design
		How to Evaluate
			Judgmental Assessment
			Communication Outputs
			Awareness Objectives
			Acceptance Objectives
			Action Objectives
		Data Analysis and Reports
		Ultimate Evaluation: Value-Added Public Relations
			Public Relations Metrics
			Game Changer for Public Relations Evaluation
		What’s Next?
		Planning Example 9: Evaluating the Strategic Plan
		Checklist 9: Evaluation Plan
APPENDIXES
	APPENDIX A Applied Research
		Academic Research and Applied Research
			Research Topics
			Do-It-Yourself Research
		Research Ethics
			Ethical Treatment of People
		Sampling
			Nonprobability Sampling
			Probability Sampling
			Sampling Error and Size
		Secondary Research
		Types of Secondary Information
		Interview
			Interview Questions
			Listening During an Interview
		Focus Group
			Focus Group Process
			Conducting a Focus Group
		Case Study
			Conducting a Case Study
		Survey Research
			Response Rate
			Survey Administration
			Questionnaire
			Types of Responses
		Content Analysis
			Using Content Analysis
			Pro and Con
			Doing Content Analysis
	APPENDIX B Ethical Standards
		Public Relations Society of America (PRSA)
			Member Code of Ethics
			PRSA Member Statement of Professional Values
			PRSA Code Provisions
			PRSA Member Code of Ethics Pledge
		Canadian Public Relations Society
			Declaration of Principles
		International Public Relations Association
			IPRA Code of Conduct
		American Marketing Association
			Statement of Ethics
			Ethical Norms
			Ethical Values
	APPENDIX C Sample Campaigns
		Text4Baby: Going Mobile with Pregnancy Education
		DeVry University: Getting an Education on Reputation Building
		Connecting Army and America
		Coca-Cola’s Expedition 206: 365 Days, 206 Countries, 1 Mission
		Philips Norelco: Deforest Yourself, Reforest the World
	APPENDIX D Effective Media Engagement
		Reputation and Media Relations
			Reputation and Performance
			Reputation as a Strategic Tool
			Reputation Management
			Reputation and News Media
			Reputation as a Participant Activity
			Headlines and Bottom Lines
		Media Relations
			Media Relations . . . from the Media Side
			Media Relations . . . from the Organization Side
			Media Relations . . . from Both Sides
			Reputational Bumps and Bruises
			Twelve Principles of Effective Media Relations
			Points for Consideration
		Credibility
			Interview Setting
			If You Are Asked for an Interview
			Dress for Interview Success
			Interview Posture
			Interview Planning
			Preparing for the Interview
			Be-Attitudes for Interview Success
			Interview Attitude
			Communicating during the Interview
			Problem Interviews
			After the Interview
		Crisis Communication
			Types of Crises
			Six Principles for Crisis Communication
			Crisis Strategy
			Crisis Messaging
			Preparing for Crisis
			Flow of Information during a Crisis
Glossary
Citations and Recommended Readings
Index