Public Relations Planning (2^nd Ed.) A Practical Guide for Strategic Communication

Public Relations Planning: A Practical Guide for Strategic Communication provides students with an in-depth understanding of the steps involved in planning and executing a successful PR campaign. Taking a strategic approach to the subject, the authors bring years of practical experience to the project, helping students see how theoretical elements fit together in reality, and preparing them for the workplace. At the same time, the book goes beyond an introductory discussion of the theory of PR planning, incorporating material from cutting-edge research in the field.

This fully updated second edition explores current trends and consequences surrounding the COVID-19 pandemic; covers the latest technological tools and techniques, as well as the ever-changing landscape of social media; and examines the role of data analytics in the PR decision-making process. Examples and vignettes have been updated so that they reflect the current state of the global PR environment, whilst learning objectives, key term definitions, and chapter exercises facilitate comprehension.

Providing a solid foundation to the PR planning process, this text is core reading for advanced undergraduate, postgraduate, and executive education students studying Public Relations Strategy, Public Relations Campaigns, and Strategic Communications.

Online resources include PowerPoint lecture slides, a test bank, answers for end-of-chapter questions, and instructor notes for the case studies.

Public Relations Planning is featured on the International Public Relations Association website.

Part I: Introduction, 1. Introduction to Public Relations, 2. Professional Associations and Public Relations Code of Ethics, 3. Understanding Applied Theory and the Psychology and Behavior of Public Relations Stakeholders, 4. Public Relations Research; Part II: Situational Analysis, 5. Situational Analysis: Defining and Understanding Public Relations Issues, 6. Situational Analysis: Defining Stakeholders; Part III: Goals, Objectives, and Strategy, 7. Strategy: Conceptualization, Goals, Objectives, and Central Message, 8. Strategy: More on Public Relations Central Messaging; Part IV: Planning: Key Stakeholder Tactics and Action Plans 9. Public Relations Tactics’ Toolbox, 10. Social Media Tactics, 11. Internal Messaging; Part V: Budgeting and Evaluation 12. Budgeting and Scheduling for a Public Relations Campaign, 13. Public Relations Campaign Evaluation; Part VI: Putting It All Together, 14. Putting It All Together – The Public Relation Campaign Planbook; Part VII: Cultural Factors 15. Culture, Diversity, and Inclusion, 16. Global Public Relations

Edward T. Vieira, Jr. is Professor of Marketing and Statistics in the School of Management at Simmons University, U.S.A.

Yulong Li is Associate Professor of Operations Management in the School of Management at Simmons University, U.S.A.