ABSTRACT
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their stakeholders. The exchange of ideas and free flow of information is fundamental to a representative democracy and capitalist economic system in the U.S.A and throughout the world. It is no wonder that the global public relations sector is a $15 billion industry serving roughly 43,000 businesses. This chapter is an introduction to this book, which focuses on public relations strategy and planning centered on specific issues or challenges involving various publics. There is in-depth discussion about what is a situational analysis, the development of a public relations goal and informed strategy, objectives, tactics that are the means to achieving objectives, scheduling, budgeting, and assessment. The book includes an annotated campaign plansbook and there are over a dozen real world case studies, many of them international, in the appendix. Online resources are available such as PowerPoints and other materials.
