Strategic Planning for Public Relations offers college and university students an invaluable way to deepen their understanding of public relations and other kinds of strategic communication. It is intended for people serious about entering a profession that is rapidly changing—a profession shedding a past that often involved merely performing tasks managed by others, and taking on a more mature role in the management of organizations based on research-driven strategic planning, ethical principles, and programmatic evaluation.
This book provides an in-depth approach to public relations planning, more comprehensive than can be found anywhere else. It is built on a step-by-step unfolding of the planning process most often used in public relations, with explanations, examples and exercises that combine to guide students toward a contemporary understanding of the profession. It is written in a reader-friendly style designed to appeal both to students and practitioners.