Strategic Planning for Public Relations (Paperback, 6 ed)

Phase One: Formative Research Step 1: Analyzing the Situation Step2: 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 A: Applied Research B: Focus Groups C: Survey Research D: Content Analysis E: Media Engagement F: Crisis Communication