creator Smith, Ronald D. text xxu London Routledge 2017 5th ed. monographic eng

print

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 -- Ronald D. Smith. Public relations. Strategic planning. HM1221.S77 659.2 9781138282063 120530 20211217154309.0