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Strategic Communications Planning for Public Relations and Marketing, by WILSON LAURIE J, OGDEN JOSEPH
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The basic principles of researched-based strategic planning remain unchanged...However, the tools used to conduct research, analyze data and communicate with key publics have been revolutionized by advances in technology. With so many ways to segment publics and along with several new strategies and channels to reach them, the need for strategic analysis and planning has never been greater. Continuing its legacy as one of the top-selling PR strategy and campaign texts, the NEW edition of Strategic Communications Planning for Public Relations and Marketing has been revamped to meet the evolving needs of public relations and marketing professionals. Strategic Communications Planning for Public Relations and Marketing: Features an updated and streamlined Strategic Communications Planning Matrix that follows each public through messages, strategies, and tactics. Includes new chapters on creativity, social media, and responding to requests for proposals (RFPs). Is practical! Tips from the Pros, Matrix Applied, Strategy Briefs, and Mini Cases vignettes demonstrate how companies are applying strategic communications.
- Sales Rank: #82344 in Books
- Published on: 2014-12-29
- Original language: English
- Dimensions: 9.50" h x 7.75" w x .50" l,
- Binding: Paperback
- 303 pages
Most helpful customer reviews
1 of 1 people found the following review helpful.
college textbook for a course i'm taking….
By kre8iv1
comparison between 5th edition and this 6th edition is remarkable.
total book overhaul and redesign.
Here is the table of contents for the 6th edition...
Chapter 1 Trust and the relationship-building approach to communication
Learning Imperatives
TRUST
Most trusted groups
Tips from the pros: Who do you trust?
An integrated approach
WHAT DOES IT MEAN TO BE “STRATEGIC?”
Tips from the pros: Strategic Communication
THE DEVELOPMENT OF COMMUNICATIONS AND PR FUNCTIONS IN BUSINESS
Mini case: Target
SOCIETAL TRENDS
BUILDING RELATIONSHIPS WITH PUBLICS
THE STRATEGIC COMMUNICATIONS PLANNING MATRIX
Matrix
Summary
Exercises
References and additional readings
Chapter 2 Public information and persuasive communication
Learning Imperatives
BEHAVIOR: THE ULTIMATE OBJECTIVE
Shaping attitudes to change behavior
Using behavior to segment publics
PUBLIC OPINION AND PERSUASION
Opinion formation
Tips from the pros: Shaping public opinion
The phenomenon of perception
Opinion leaders
Measuring public opinion
METHODS OF PERSUASION
Using mass media to influence publics
Persuasive appeals
Research-based persuasion efforts
The ethics of persuasion
Mini case: Alec Baldwin
Summary
Exercises
References and additional readings
Chapter 3 Communications research methods
Learning Imperatives
THE ROLE OF RESEARCH IN COMMUNICATION
RESEARCH METHODS AND DIVERSITY OF TOOLS
SECONDARY RESEARCH
Organizational research
Internet and library research
External organizations
Media research
PRIMARY RESEARCH
Focus groups
Copy and product testing
Psychographic studies
Social media analytics
Survey research and opinion sampling
Tips from the pros: Beyond sampling error
Summary
Exercises
References and additional readings
Chapter 4 Using research for effective communications planning
Learning Imperatives
Strategic Planning Matrix: Background, situation Analysis and core problem/opportunity
Matrix applied
BACKGROUND
SWOT Analysis
Market research
Mini case: Hilton
Identifying self-interests
Tips from the pros: Discovering self-interest
Identifying opinion leaders
Assessing relationships
SITUATION ANALYSIS
CORE PROBLEM OR OPPORTUNITY
Summary
Exercises
References and additional readings
Chapter 5 Setting goals and objectives
Learning Imperatives
THE MATRIX APPROACH TO PLANNING
Strategic Planning Matrix: Goal and objectives
Matrix applied
Establishing goals
Identifying objectives
Tips from the pros: Differentiating Between Goals and Objectives
Informational versus motivational objectives
Summary
Exercises
References and additional readings
Chapter 6 Creativity and big ideas
Learning Imperatives
CREATIVITY
Creativity in the planning process
Mini case: WestJet
Marrying creativity and strategy
Tips from the pros: Stoking creativity for award-winning ideas
Breaking habits
Brainstorming and ideation
Observing and seizing opportunities
Giving yourself permission
Overcoming fear
Creativity environments and people
BIG IDEAS
What is the big idea?
Strategic Planning Matrix: Big idea
Matrix applied
Big ideas in PR
Crafting your big idea
Slogans and tag lines
A big idea at HP
Summary
Exercises
References and additional readings
Chapter 7 Key publics
Learning Imperatives
Public versus audience
Objective-focused
Tips from the pros: Breaking through in B2B PR
DETERMINING KEY PUBLICS
Strategic Planning Matrix: Key publics
Segmenting publics
Intervening publics
Matrix applied
Mini case: Johnson & Johnson
Plan each public separately
Summary
Exercises
References and additional readings
Chapter 8 Messages, strategies and tactics
Learning Imperatives
MESSAGE DESIGN
Primary messages
Secondary messages
Essential factors
Delivering messages
Tips from the pros: Massaging your message
STRATEGIES
Informational versus motivational strategies
Picking strategic channels
Mini case: Taco bell
How channels help focus your tactics
Declining importance of mass media channels
Strategic Planning Matrix: Action planning: Messages, strategies and tactics
New technologies and the Internet
Citizen journalism and blogs
Tips from the pros: How to build a successful blog
Social media and the way we connect
TACTICS
Tactics as strategic tools
Matrix applied
Difference between strategies and tactics
Diversity of tactics
Highly personal and interactive
Segmented and moderately interactive
Mass-produced mass media
Sponsored content and social responsibility
Other considerations in selecting tactics
CREATING INDIVIDUAL TACTICS
Strategy briefs
Summary
Exercises
References and additional readings
Chapter 9 Using social media for message delivery
Learning Imperatives
WHAT IS SOCIAL MEDIA?
Scope and trends
Mini case: United Airlines
HOW TO CHOOSE THE BEST PLATFORMS
SOCIAL MEDIA CONTENT
Branded content
Supplementing traditional media
SOCIAL MEDIA TOOLS
Social media listening
Social media ROI
Summary
Exercises
References and additional readings
Chapter 10 Calendaring and Budgeting
Learning Imperatives
CALENDARING
Mini case: Hunter PR
BUDGETING
Strategic Planning Matrix: Calendar and budget
Matrix applied
Tips from the pros: Spending your money strategically
Summary
Exercises
References and additional readings
Chapter 11 Implementation and Communications Management
Learning Imperatives
Tips from the pros: How to manage integrated campaigns
MANAGING BY CALENDAR
Mini case: Qantas
MANAGING BY COMMUNICATION CONFIRMATION TABLE
Strategic Planning Matrix: Communication confirmation
Matrix applied
Ongoing monitoring and feedback
Summary
Exercises
References and additional readings
Chapter 12 Communications measurement and evaluation
Learning Imperatives
EVALUATION MODELS
Mini case: T-Mobile
EVALUATION CRITERIA
Strategic Planning Matrix: Evaluation criteria and tools
Matrix applied
EVALUATION TOOLS
Tips from the pros: Measuring social media
Adding evaluation tools to calendars and budgets
Summary
Exercises
References and additional readings
Chapter 13 Responding to RFPs
Learning Imperatives
RFPs
The RFP process
Parts of an RFP
DECIDING WHEN TO RESPOND TO AN RFP
Begin with some math
Evaluate your position
Tips from the pros: A Strategic response to RFPs
IMPROVING YOUR WIN RATE
Do your research
Carefully evaluate
Make it visual
Summary
Exercises
References and additional readings
Chapter 14 Presentations
Learning Imperatives
Tips from the pros: Overcoming presentation anxiety
FOLLOWING A STRATEGIC PLANNING APPROACH
Respecting your audience
PRESENTING YOUR PLAN
Using technology
Summary
Exercises
References and additional readings
Chapter 15 Ethics and professionalism
Learning Imperatives
ETHICS
Organizational ethics
Codes of ethics and professional standards
Personal ethics and decision making
Tips from the pros: How to preserve your reputation
CHARACTERISTICS OF PROFESSIONALISM
Personal and professional development
Work habits and job performance
Personal conduct
Human relations
EMBRACING DIVERSITY
Summary
Exercises
References and additional readings
Appendix A: Tips from the pros
RICHARD EDELMAN — WHOM DO YOU TRUST?
JOHN PALUSZEK — STRATEGIC COMMUNICATION
PHIL BUSSEY — SHAPING PUBLIC OPINION
DEE ALLSOP — Beyond Sampling Error
CATHY CHAMBERLAIN — Discovering Self-Interest
J. MICHAEL NEUMEIER — Differentiating Between Goals And Objectives
GRACE LEONG — Stoking Creativity For Award-Winning Ideas
KRISTIE HEINS FOX — Breaking Through In B2B PR
TREVOR C. HALE — Massaging Your Message
BRITTANY WATSON JEPSON — Building A Successful Blog
JUDITH T. PHAIR — Spending Your Money Strategically
ANDY HOPSON — How To Manage Integrated Campaigns
KATIE DELAHAYE PAINE — Measuring Social Media
CHRIS THOMAS — A Strategic Response To RFPs
LENNY LASKOWSKI — Overcoming Presentation Anxiety
ANTHONY D’ANGELO — How To Preserve Your Reputation
Appendix B: Strategy briefs
Backgrounder/Brief History
Billboard Poster
Blog Post
Brochure
Direct Mail Piece
Fact Sheet
Feature Story
Infographic
Letter To The Editor
Media Advisory
Media Kit
New Pitch
New Release
Newsletter
Op-Ed Piece
Print Ad
Radio Ad Or Psa
Social Media Posts
Special Event
Speech
Website
Appendix C: Professional Codes of Ethics
PRINCIPLES AND PRACTICES OF ADVERTISING ETHICS — American Advertising Federation
CODE OF ETHICS — Association For Institutional Research
CODE OF ETHICS — American Marketing Association
CODE OF ETHICS — International Association Of Business Communicators
CODE OF ETHICS — The International Public Relations Association
CODE OF ETHICS — Public Relations Society Of America
THE PAGE PRINCIPLES - The Arthur Page Society
Glossary
Index
5th edition = 266 pages
6th edition = 303 pages
Neither of the editions have a companion website - which really stinks.
Here is the book on the publisher site: www dot kendallhunt dot com/store-product.aspx?id=212358 (replace the word "dot" with a ".")
There are NO DOWNLOADABLES (i was looking for the PDF file for the Glossary and Index) but nope.
So, the textbook is very comprehensive, but the companion website is non-existent. You can't even purchase an access code like Cengage does. I strongly feel this is something for the publisher to work on.
As far as textbooks go, this one is decent.
0 of 0 people found the following review helpful.
This book was decent. It gets a little technical ...
By Jess B.
This book was decent. It gets a little technical in places, and I've definitely had more interesting textbooks. However, I did learn a lot.
0 of 0 people found the following review helpful.
great quality.
By Mary MM
Arrived quickly, great quality.
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