Strategic Program Planning for Effective Public Relations Campaigns

by Wilson, Laurie J.

• ISBN13: 9780787266257
• ISBN10: 0787266256
• Edition: 3rd
• Format: Paperback
• Copyright: 2000-01-01
• Publisher: Kendall Hunt Pub

Table of Contents

Preface	v
Acknowledgments	vii
Strategic program planning in the process of building public relationships	1	(18)
Stages in the development of public relations practice	3	(4)
The synthesis of strategic planning and relationship building	7	(5)
The relationship audit	12	(2)
The strategic program planning matrix	14	(2)
Summary	16	(3)
Principles of public information, public opinion and persuasion	19	(18)
Behavior: the ultimate objective	19	(1)
What is public opinion?	20	(1)
Opinion formation	21	(4)
Measuring public opinion	25	(2)
Public information and persuasion	27	(3)
The ethics of persuasion	30	(4)
Summary	34	(3)
Research for strategic program planning and implementation	37	(28)
The role of research in public relations	37	(3)
Research methods and the diversity of tools	40	(17)
Applying research in strategic program planning	57	(5)
Summary	62	(3)
The planning and programming process	65	(22)
The matrix approach to planning	65	(20)
Summary	85	(2)
Key publics and strategies for messages and media	87	(12)
Segmenting and selecting publics	87	(2)
Using self-interests to formulate messages	89	(1)
Choosing the strategy and appropriate media	90	(2)
Brainstorming alternative channels	92	(2)
A word on creativity	94	(3)
Summary	97	(2)
Tactics for action and communication	99	(16)
A diversity of available communication tools	100	(6)
Developing individual tactics	106	(4)
Making effective client presentations	110	(3)
Summary	113	(2)
Ethics and professionalism	115	(12)
Codes of ethics and professional standards	115	(1)
Personal ethics and decision making	116	(4)
Characteristics of professionalism	120	(2)
Embracing diversity	122	(3)
Summary	125	(2)
Appendix A Sample campaign plan	127	(10)
Appendix B Copy outline for communication tactics	137	(24)
Appendix C PRSA's code of ethics and professional standards	161	(4)
Index Listing of key terms	165