The sixth edition of Strategic Planning for Public Relations offers an innovative and clear approach for students wanting to learn how to develop public relations campaigns.

Ron Smith shows how to implement research-driven strategic campaigns, drawing on his experience as a professional in the industry and his teaching in the classroom. He turns complex problem-solving and decision-making processes in strategic communication and public relations into easy-to-follow steps, flexible enough to apply to various situations and organizations in the real world. This new edition includes real-world, diverse examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices, covers award-winning public relations campaigns, and significantly increases information on social media, with a reformatting of the Tactics section to highlight internet-based and social media.

As a leader in teaching public relations strategy, this text is ideal for students in upper division undergraduate and graduate courses in public relations strategy and campaigns.

Complementing the book are online resources for both students and instructors. For students: chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For instructors: an instructors’ manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith.

chapter |30 pages


part Phase One|100 pages

Formative Research

chapter Step 1|25 pages

Analyzing the Situation

chapter Step 2|21 pages

Analyzing the Organization

chapter Step 3|52 pages

Analyzing the Publics

part Phase Two|190 pages


chapter Step 4|23 pages

Setting Goals and Objectives

chapter Step 5|94 pages

Creating Action and Response Strategies

chapter Step 6|71 pages

Developing the Message Strategy

part Phase Three|116 pages


chapter Step 7|85 pages

Selecting Communication Tactics

chapter Step 8|29 pages

Implementing the Strategic Plan

part Phase Four|36 pages

Evaluative Research

chapter Step 9|34 pages

Evaluating the Strategic Plan