Strategic Planning for Public Relations

Cover
Title
Copyright
Brief Contents
Contents
Preface
	New to This Fifth 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
		Benefits of Public Relations
	Strategic Communication
	Integrated Communication
	Advertising
	Public Relations in the Public Interest
	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
			Learning from Research
			Obstacles into Opportunities
			Finding Consensus
		Issues Management
			Background of Issues Management
		Risk Management
		Crisis Management
			Unpredicted, but Not Unpredictable
		Public Relations and Ethics
			Ethical Shortcomings
		What’s Next?
		Planning Example 1: Analyzing the Situation
		Checklist 1: Public Relations Situation
	STEP 2 Analyzing the Organization
		Internal Environment
		Public Perception
			Promoting Perception
		External Environment
		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, Stakeholder
			Interrelationships
			Characteristics of Publics
			Categories of Publics
			Alternative Typologies
		Intercessory Public
		Opinion Leader
		Key Public
		Planning Example 3A: Identifying Publics
		Checklist 3A: Publics
		Analyzing Key Publics
			Stage of Development
			Key Characteristics
		Stereotype
		Cultural Context
			Face Saving
		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
			Corporate Social Responsibility
			Volunteerism
			Activism
		Proactive Strategy 2: Communication
			Publicity
			Newsworthy Information
			Generating News
			News Peg
			Transparent Communication
		Media Theory and Public Relations
			Theory and News Media
			Theory for Strategic Communication
		Reactive Public Relations Strategies
		Reactive Strategy 1: Pre-emptive Action
			Prebuttal
		Reactive Strategy 2: Offensive Response
			Attack
			Embarrassment
			Shock
			Threat
			Standing Firm
		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: Attempt to Influence
			Dialogue: Quest for Understanding
		Rhetorical Tradition of Persuasive Communication
		Ethos: Message Source
			Credibility: Power to Inspire
			Charisma: Power of Personal Charm
			Control: Power of Command
		Organizational Spokespeople
			Celebrity Spokesperson
			Company Spokesperson
			Spokespeople and Ethics
		Planning Example 6A: Selecting Message Sources
		Checklist 6A: Message Sources
		Logos: Appeal to Reason
			Verbal Evidence
			Visual Supporting Evidence
			Errors of Logic
			Statistics
		Pathos: Appeal to Sentiment
			Positive Emotional Appeal
			Negative Emotional Appeal
		Planning Example 6B: Determining Message Appeal
		Checklist 6B: Message Appeal
		Verbal Communication
			Message Structure
			Message Content
		Nonverbal Communication
			Kinesics
			Occulesics
			Proxemics
			Haptics
			Vocalics
			Chronemics
		Visual and Aural Communication
			Symbol
			Logo
			Physical Artifact
			Clothing
			People
			Mascot
			Color
			Music
			Language
		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 Tactics
			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
		Owned Media: Organizational and Social Media Tactics
			Strategy for Owned Media
			Publications
			Direct Mail
			Electronic Media
			Digital Media
			Social Media
		Planning Example 7B: Selecting Organizational and Social Media Tactics
		Checklist 7B: Organizational and Social Media Tactics
		Earned Media: News Media Tactics
			Strategy for Earned Media
			Media Use and Credibility
			Newspaper
			Magazine
			News Blog
			Radio
			Television
		Public Relations and Earned Media
			Media Information Needs
			Direct News Subsidy
			Indirect News Subsidy
			Opinion Subsidy
			Interactive Media Engagement
		Planning Example 7C: Selecting News Media Tactics
		Checklist 7C: News Media Tactics
		Paid Media: Advertising and Promotional Tactics
			Strategy for Paid Media
			Print Advertising
			Electronic Media Advertising
			Out-of-Home Advertising
			Promotional Items
		What’s Next?
		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 Communication Tactics
		Checklist 8A: Packaging Communication Tactics
		Campaign Plan Book
		Campaign Schedule
			Frequency of Tactics
			Timeline of Tasks
		Campaign Budget
			Budget Items
			Approaches to Budgeting
			Basic Fixed Budget
			Variable Budget
			Full-Cost Budgeting
			Optimal Success
		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
			Approaches to Research Design
			Factors in Evaluation Design
		How to Evaluate
			Judgmental Assessment
			Communication Outputs
			Evaluating Awareness Objectives
			Evaluating Acceptance Objectives
			Evaluating Action Objectives
		Data Analysis
		Ultimate Evaluation: Value-Added Public Relations
			Public Relations Metrics
			Barcelona Declaration
		What’s Next?
		Planning Example 9: Evaluating the Strategic Plan
		Checklist 9: Evaluation Plan
APPENDIXES
	APPENDIX A Applied Research
		Research Topics
		Do-It-Yourself Research
		Research Ethics
			Ethical Treatment of People
		Sampling
			Nonprobability Sampling Techniques
			Probability Sampling Techniques
			Sampling Error and Size
		Secondary Research
			Secondary Information Sources
		Interview
			Interview Questions
			Listening Skill
	APPENDIX B Applied Research: Focus Group
		Focus Group Process
		Conducting a Focus Group
	APPENDIX C Applied Research: Survey
		Survey Administration
		Response Rate
		Conducting a Survey
		Questionnaire
			General Tips for Questionnaire
			Writing Impartially
			Information Items
			Opinion Items
			Action Items
			Demographic Items
		Types of Responses
			Multiple Choice
			Checklist
			Forced Choice
			Rating Scale
	APPENDIX D Applied Research: Content Analysis
		Using Content Analysis
			Using with Other Methodologies
			Pros and Cons of Content Analysis
		Conducting a Content Analysis
	APPENDIX E 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
			Points for Consideration
		Credibility
			Interview Setting
			If You Are Asked for an Interview
			Dress for Interview Success
			Interview Posture
			Interview Planning
			Preparing for an Interview
			Be-Attitudes for Interview Success
			Interview Attitude
			Communicating during an Interview
			Problem Interviews
			After an Interview
	APPENDIX F Crisis Communication
		Types of Crises
		Sudden versus Smoldering Crises
		Crisis Strategy
		Crisis Messaging
		Preparing for Crises
	APPENDIX G The PR 200 (What Every Public Relations Practitioner Should Know)
		Strategic Communication
		Publics
		Campaign Development and Implementation
		Theories and Concepts of Public Relations
		Public Relations Research
		Proactive Strategy for Public Relations
		Reactive Strategy for Public Relations
		Elements of Message Strategy
		Public Relations Tactics
		Public Relations Cases
Glossary
Citations and Recommended Readings
Index