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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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A Alternaquence 112–113 Audio 167–168 B Blunders in International Business 12–13 Bowen, Shannon 38–40 Business Case for Public Relations 14, 80–81 C Car & Driver 6 Centers for Disease Control (CDC) 4 Center for Emergency and Risk Communication (CERC) 4–5, 136 Chaffee, Elizabeth 107–108 Chick-Fil-A 6–7 Chief Communication Officer (CCO) 122 Cold media 159–161 Communication (defined) 21 Communication as transactional 21–22 Communication as transactional: and public relations 22–31 Communication as transactional: channel 23, 28 Communication as transactional: collaborative message exchange 23–24 Communication as transactional: communicator 23 Communication as transactional: decode 23, 28–29 Communication as transactional: encode 23, 26 Communication as transactional: goal of understanding 23, 25–26 250 | Index Communication as transactional: individ- uals, or an individual and group of individuals 23, 24–25 Communication as transactional: noise 23, 30–31 Communication as transactional: noise and public relations 30–31 Communication as transactional: ongoing message exchange 23, 24–25 Communication as transactional: other communicators as publics 23 Communication as transactional: shared frames of reference 29 Communication as transactional: take and apply meaning 29 Communication as transactional: transmit 23, 27–28 Communication as transactional: words and gestures 23, 26–27 Communicative effort 20, 31–32 Communicative effort: results driven 32 Contact points 32 Contested terrain 66 Contextualization 61–66 Controlled media 161 Convergence: digital 178–179 Coombs, Timothy 122–124 Corporate sustainability 131–132 D Demographics 34 Denny’s 5 Digital 177–193 Digital: convergence 178–179 Digital: digital access...

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