First published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.

The seventh edition of Strategic Planning for Public Relations maintains its status as a leading text to guide students in developing successful public relations campaigns. Deborah Silverman and Ronald Smith bring their experience as instructors and public relations professionals to the book, providing clear, step-by-step guidance on how to plan and implement strategic communications campaigns. This new edition includes diverse examples of current cases along with classic cases that stand the test of time. It includes new “Ethics Minutes” scenarios in each step, a new research step, and examples of award-winning public relations campaigns. It also significantly increases information on social media and features a reformatting of the tactics step into four separate parts based on the PESO model (paid media, earned media, shared media, and owned 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: step overviews, useful links to professional organizations and resources, checklists for the ten steps in the planning process, and two sample campaigns. For instructors: an instructors’ manual, PowerPoint slides, sample syllabi, a critique evaluation worksheet, and checklists for the ten steps in the planning process. For these online resources, please visit www.routledge.com/9781032391168 .

First published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.

Getting a public relations campaign or programme off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated second edition of Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. It describes how to initiate and manage the ongoing development of a programme in a structured way to benefit both the organization and its clients. Practical and easy to read, the book takes the form of a step-by-step guide, covering many vital areas including: the public relations function; starting the planning process; research and analysis; setting objectives; strategy and tactics; timescales and resources; evaluation and review. Packed with numerous case studies, the book demonstrates a 10-point plan for ensuring successful campaigns and programmes. By using the techniques presented here, public relations practitioners will be able to drive events instead of being driven by them. Endorsed by the Institute of Public Relations, Planning and Managing Public Relations Campaigns is vital reading for students, practitioners or managers who want a definitive guide to the planning and management process.

Helps readers move from a tactical public-relations approach to a strategic management style. This book demonstrates skillful use of research and planning techniques, providing research methods that make use of the Internet and programs aiding data entry and analysis.

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. The book's unique approach to strategy and strategic planning provides the tools for students becoming strategists first and tacticians second - essential criteria for successful public relations professionals.

Strategic Public Relations has been produced as a core book for what will become a series of second generation books treating public relations as a new, and separate discipline which has strategic implications for the whole business. Written primarily for senior executives and PR practitioners, Strategic Public Relations also serves students and young executives, covering such topics as: corporate goals and strategies; marketing communications; financial public relations; employee and local community relations; parliamentary and EU relations; building an international reputation; corporate advertising; sponsorship and media relations; communications research and corporate responsibility. All of the 16 contributors to this book, in addition to being recognised authorities in their fields, are senior practitioners. They will broaden your business horizons by showing you that corporate relations, if done properly, will lead to improved efficiency, improved competitive performance and, ultimately, to greater profit.