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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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Appendix: Important Public Relations and Media Job Titles and Jargon


Terms Important to the Public Relations Professional Chapter 6 describes for you a wide array of public relations functions, professional public relations roles, public relations situations and contexts, and public relations specializations. This appendix is devoted to enriching your SRC public relations strategist vocabulary even more. In it, we cover (1) typical and emerging public re- lations job titles, (2) public relations jargon, (3) media jargon, and (4) typical and emerging media job titles vital to your career success. When your public relations vocabulary has increased to include the contents of this appendix you will find your future as an SRC public relations strategist much easier to negotiate. This appendix ends with a set of Strategic Applications designed to help you better explore and understand the titles and jargon presented. 232 | Strategic Planning for Public Relations: Beginning the Journey Typical and Emerging Job Titles Public relations professionals serve in a lot of specializations; they also serve un- der a variety of job titles. Your ability to recognize public relations opportunities and responsibilities depends, to some degree, on your ability to recognize public relations positions. We developed the following list to help you with that. It is not an all-inclusive job title list, but it does give evidence of the breadth and depth of titles assigned to public relations professionals. We make no attempt to define the differences among the list entries for two reasons: (1) some of the differences were described for you in chapter 6, and (2) many of...

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