Table Of Content

Strategic Planning for Public Relations This page intentionally left blank Strategic Planning for Public Relations Second Edition Ronald D. Smith, APR Buffalo State College LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS 2005 Mahwah, New Jersey London Senior Acquisitions Editor: Linda Bathgate Assistant Editor: Karin Wittig Bates Cover Design: Kathryn Houghtaling Lacey Textbook Production Manager: Paul Smolensk! Full-Service Compositor: TechBooks Text and Cover Printer: Hamilton Printing Company This book was typeset in 10/12 pt. Times, Italic, Bold, Bold Italic. The heads were typeset in ACaslon Regular, ACaslon Bold, ACaslon Italic, and ACaslon Bold Italic. Copyright © 2005 by Lawrence Erlbaum Associates, Inc. All right reserved. No part of this book may be reproduced in any form, by photostat, microform, retrieval system, or any other means, without prior written permission of the publisher. Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, New Jersey 07430 www.erlbaum.com Library of Congress Cataloging-in-Publication Data Smith, Ronald D., 1948- Strategic planning for public relations/Ronald D. Smith.- 2nd ed. p. cm. Includes bibliographical references and index. ISBN 0-8058-5239-5 (pbk.: alk. paper) 1. Public relations. I. Title. HM1221.S77 2004 2004014291 659.2-dc22 Books published by Lawrence Erlbaum Associates are printed on acid-free paper, and their bindings are chosen for strength and durability. Printed in the United States of America 10 9 8 7 6 5 4 3 21 Brief Contents Introduction 1 Phase Three TACTICS 155 Phase One Step? FORMATIVE RESEARCH 15 Choosing Communication Tactics 157 Step 1 StepS Analyzing the Situation 17 Implementing the Strategic Plan 217 Step 2 Analyzing the Organization 29 Phase Four EVALUATIVE RESEARCH 235 StepS Analyzing the Publics 42 Step 9 Evaluating the Strategic Plan 237 Phase Two STRATEGY 67 Step 4 Establishing Goals and Objectives 69 StepS Formulating Action and Response Strategies 82 Step 6 Using Effective Communication 117 v This page intentionally left blank Contents Introduction 1 External Environment 32 Strategic Communication 2 Supporters 32 Integrated Communication 4 Competitors 32 Advertising as a Tool for Integrated Opponents 33 Communication 7 External Impediments 34 Nine Steps of Strategic Public Relations 9 Strategic Planning Example: Analyzing the Formative Research 11 Organization 35 Strategy 12 Strategic Planning Exercise: Analyzing the Internal Environment 36 Tactics 12 Strategic Planning Exercise: Analyzing Public Evaluative Research 13 Perception 38 Effective Creativity 13 Strategic Planning Exercise: Analyzing the External Environment 40 Phase One FORMATIVE RESEARCH 15 Step 3 Analyzing the Publics 42 Step 1 What Is a Public? 42 Analyzing the Situation 17 Publics, Markets and Audiences 42 Public Relations Situation 17 Characteristics of a Public 44 Issues Management 21 Identifying Publics 45 Risk Management 22 Four Categories of Publics 45 Crisis Management 22 Key Publics 48 Public Relations and Ethics 25 Intercessory Publics and Strategic Planning Example: Analyzing the Opinion Leaders 48 Situation 26 Selecting Key Publics 50 Strategic Planning Exercise: Analyzing the Situation 26 Strategic Planning Example: Identifying Publics 50 Step 2 Strategic Planning Exercise: Analyzing the Organization 29 Identifying Publics 51 Internal Environment 29 Analyzing Key Publics 53 Performance 30 Stages of Development 53 Niche 30 Key Characteristics 55 Structure 31 Stereotypes 57 Internal Impediments 31 Rethinking Your Publics 60 Public Perception 31 Benefit Statement 61 Visibility 31 Strategic Planning Example: Analyzing Reputation 31 Key Publics 61 VII VIII Contents Strategic Planning Exercise: Analyzing Persuasion 119 Key Publics 63 Dialogue 120 Rhetorical Tradition 121 Phase Two Ethos: Convincing Communicators 122 STRATEGY 67 Credibility 123 Step 4 Charisma 125 Establishing Goals and Objectives 69 Control 126 Goals 69 Identifying Organizational Positioning 70 Spokespeople 126 Objectives 72 Strategic Planning Example: Identifying Message Sources 129 Standards for Objectives 73 Strategic Planning Exercise: Identifying Hierarchy of Objectives 74 Message Sources 130 Writing Public Relations Objectives 77 Logos: Appealing to Reason 131 Strategic Planning Example: Establishing Goals Proposition 131 and Objectives 79 Verbal Evidence 132 Strategic Planning Exercise: Establishing Goals and Objectives 80 Visual Supporting Evidence 133 Avoiding Errors of Logic 133 Step 5 Formulating Action and Misuse of Statistics 133 Response Strategies 82 Pathos: Appealing to Sentiment 135 Proactive Public Relations Strategies 82 Positive Emotional Appeals 135 Action Strategies 83 Negative Emotional Appeals 138 Communication Strategies 94 Strategic Planning Example: Determining Message Appeals 140 Reactive Public Relations Strategies 100 Strategic Planning Exercise: Determining Pre-emptive Action Strategy 101 Message Appeals 141 Offensive Response Strategies 102 Verbal and Nonverbal Communication 142 Defensive Response Strategies 104 Verbal Communication 142 Diversionary Response Strategies 106 Nonverbal Communication 149 Vocal Commiseration Strategies 107 Strategic Planning Example: Planning Verbal/ Rectifying Behavior Strategies 111 Nonverbal Communication 152 Strategic Inaction 113 Strategic Planning Exercise: Planning Verbal/ Strategic Planning Example: Formulating Nonverbal Communication 153 Action and Response Strategies 114 Strategic Planning Exercise: Formulating Action and Response Strategies 115 Phase Three 155 TACTICS Step 6 Using Effective Communication 117 Step 7 Communication Processes 117 Choosing Communication Tactics 157 Information 117 Conventional Communication Categories 157