Public Relations Planning: A Strategic Approach

What is it about?

The book covers the development and implementation of PR strategy informed by a situational analysis. The strategy then guides tactical decision-making for communications with stakeholders through the development of action plans. The process focuses on an understanding of the issue, publics, audience psychology, and the importance of maintaining relationships with stakeholders in a cost-efficient manner. Special attention is given to social media.

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Why is it important?

“Public relations is clearly a dynamic and evolving profession, especially in the digital age,” says Viera. “Public Relations Planning: A Strategic Approach responds to the recent changes in required skills, new technologies, and the globalization and diversification of the business climate. This text enables readers and students of public relations to plan and effectively implement strategic communication campaigns. The book takes students where they need to go to make them competitive in the strategic communications profession.” The book has been recommended by the International Public Relations Association and is designed for practitioners in training or students who wish to develop an understanding of the systematic process of public relations and knowledge of its interdependent and moving components.

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