Strategic Program Planning for Effective Public Relations Campaigns

This book is designed to provide the framework, to integrate and synthesize the basic concepts and principles of public relations in a systematic approach to program planning and implementation. It introduces the strategic program planning matrix as a systematic, analytical tool expanding the four step process and teaching research-based public relations planning and programming. This strategic program has proven to be a valuable analytical problem-solving tool enabling you to integrate information and translate knowledge into sound practice. Chapters include: 1) Strategic Program Planning in the Process of Building Public Relationships 2) Foundation Principles of Public Information, Public Opinion and Persuasion 3) Research for Strategic Program Planning and Implementation 4) The Planning and Programming Process 5) Key Public and Strategies for Message and Media 6) Tactics for Action and Communciation 7) Ethics and Professionalism 8) Sample Campaign Plan