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Strategic Planning for Public Relations

Beginning the Journey

Tricia Hansen-Horn and Adam E. Horn

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. It takes account of the changing needs of the PR industry, where strategic thinking is needed in abundance but tends to be in short supply among many people who are just launching their careers. This book is designed to address this shortfall by providing a multi-level understanding of strategy to show how it directly correlates to successful public relations. The book’s conversational tone and real world chapter exercises move the reader from insight to strategic vision and application. Exercises at the end of each chapter are designed to help students further explore, reflect on and apply what they have learned. The book’s unique approach to strategy and strategic planning provides the tools for students becoming strategists first and tacticians second – essential criteria for successful public relations professionals.


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List of Illustrations vii Acknowledgments ix Preface xi 1 The Essence of Public Relations 1 2 Public Relations Defined as Communication and Business 19 3 Communication Complexity 45 4 Successful Public Relations as Results-driven, ROI-minded Business 73 5 Strategy, Being Strategic, and Strategic Planning Unpacked 95 6 Public Relations Functions, Roles, Situations and Contexts, and Specializations 121 7 Public Relations Initiatives and Choice of Medium 153 8 Public Relations: Digital Convergence, Access and Technology, and Integration 177 9 Applying Strategic Planning 199 Appendix: Important Public Relations and Media Job Titles and Jargon 231 Index 249

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