Strategic Planning for Public Relations (Paperback, 7 ed)

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