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9780787266257

Strategic Program Planning for Effective Public Relations Campaigns

by
  • ISBN13:

    9780787266257

  • ISBN10:

    0787266256

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2000-01-01
  • Publisher: Kendall Hunt Pub
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List Price: $41.95

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

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