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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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Figure 2.1 Transactional Model of Communication 22 Figure 9.1 Strategic Planning Checklist 201 Figure 9.2 #TeamUCM Creative Brief 202 Figure 9.3 Huey P. Long Bridge Widening Project Twitpic Screen Capture 228 Figure 9.4 Huey P. Long Bridge Widening Project Facebook Post 229 Figure 9.5 March of Dimes Stronger, Healthier Babies Campaign Poster 230 Figure 9.6 March of Dimes Baby with Sneakers 230 Figure A.1 Public Relations Job Titles 232

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