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Phase One: Formative Research
Step 1: Analyzing the Situation
Step 2: Analyzing the Organization
Step 3: Analyzing the Publics

Phase Two: Strategy
Step 4: Setting Goals and Objectives
Step 5: Creating 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

Appendixes

The sixth edition of Strategic Planning for Public Relations offers an innovative and clear approach for students wanting to learn how to develop public relations campaigns. Ron Smith shows how to implement research-driven strategic campaigns, drawing on his experience as a professional in the industry and his teaching in the classroom. He turns complex problem-solving and decision-making processes in strategic communication and public relations into easy-to-follow steps, flexible enough to apply to various situations and organizations in the real world. This new edition includes real-world, diverse examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices, covers award-winning public relations campaigns, and significantly increases information on social media, with a reformatting of the Tactics section to highlight internet-based and social media.As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns. Complementing the book are online resources for both students and instructors. For students: chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For instructors: an instructors' manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith.