Strategic Planning for Public Relations

by Ronald D. Smith

Book Overview

This innovative and popular text provides a clear pathway to developing public relations campaigns and other types of strategic communication. Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step unfolding of the strategic campaign process used in public relations practice. Drawing from his experience in professional practice and in the classroom, Smith walks readers through the critical...

• Format: Paperback
• Language: English
• ISBN: 041550676X
• ISBN13: 9780415506762
• Release Date: December 2012
• Publisher: Routledge
• Length: 560 Pages
• Weight: 2.18 lbs.
• Dimensions: 0.9" x 7.4" x 9.2"

Customer Reviews

Best Book on COMPLAN Development

Easily the best PR textbook I've come across. The excerpts of award-winning communications plans in the appendix serve to illustrate concepts discussed and explained in the text. If I could ask for more, I'd like more case studies included.

One of my favorite campaign textbooks

It is a comprehensive textbook with a nice blend of theory and practice. Right now, it's one of my favorites. I find the sections on strategy and evaluation weak, but the parts on formative research and tactics are really good. I use it for my campaigns class along with "Strategic Public Relations Management" by Weintraub Austin and Pinkleton. I recommend it as an appopriate textbook for an undergraduate PR campaigns class, but I don't think it can stand alone.