Strategic planning for public relations. / Ronald D. Smith. - 5th ed. - London: Routledge, 2017. - xxxiv, 540 p. ill.; 24 cm

Contents: 1. Formative research: Analyzing the situation -- Analyzing the organization -- Analyzing the publics -- 2. Strategy: Establishing goals and objectives -- Formulating action and response strategies -- Developing the message strategies -- 3. Tactics: Selecting communication tactics -- Implementing the strategic plan -- 4. Evaluating research: Evaluating the strategic plan --

ISBN: 9781138282063

Subjects--Index Terms: Public relations. Strategic planning.

LC Class. No.: HM1221.S77

Dewey Class. No.: 659.2