AuthorSmith, Ronald D., 1948-
TitleStrategic planning for public relations / Ronald D. Smith
Imprint Mahwah, New Jersey : Lawrence Erlbaum Associates, 2005
Edition 2nd ed
Descript xvii, 382 p.; 24 cm


Formative research: Analyzing the situation -- Analyzing the organization -- Analyzing the publics -- Strategy: Establishing goals and objectives -- Formulating action and response strategies -- Using effective communication -- Tactics: Choosing communication tactics -- Implementing the strategic plan -- Evaluative research: Evaluating the strategic plan

Public Relations

Communication Arts Library659.2 S658S 2005CHECK SHELVES