Strategic Planning for Public Relations This page intentionally left blank Strategic Planning for Public Relations Second Edition Ronald D Smith, APR Buffalo State College 2005 LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS Mahwah, New Jersey London Senior Acquisitions Editor: Assistant Editor: Cover Design: Textbook Production Manager: Full-Service Compositor: Text and Cover Printer: Linda Bathgate Karin Wittig Bates Kathryn Houghtaling Lacey Paul Smolensk! TechBooks Hamilton Printing Company This book was typeset in 10/12 pt Times, Italic, Bold, Bold Italic The heads were typeset in ACaslon Regular, ACaslon Bold, ACaslon Italic, and ACaslon Bold Italic Copyright © 2005 by Lawrence Erlbaum Associates, Inc All right reserved No part of this book may be reproduced in any form, by photostat, microform, retrieval system, or any other means, without prior written permission of the publisher Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, New Jersey 07430 www.erlbaum.com Library of Congress Cataloging-in-Publication Data Smith, Ronald D., 1948Strategic planning for public relations/Ronald D Smith.- 2nd ed p cm Includes bibliographical references and index ISBN 0-8058-5239-5 (pbk.: alk paper) Public relations I Title HM1221.S77 2004 659.2-dc22 Books published by Lawrence Erlbaum Associates are printed on acid-free paper, and their bindings are chosen for strength and durability Printed in the United States of America 10 2004014291 Brief Contents Introduction Phase Three 155 TACTICS Phase One Step? FORMATIVE RESEARCH Choosing Communication Tactics Step Analyzing the Situation 15 157 StepS 17 Step Analyzing the Organization Implementing the Strategic Plan 29 217 Phase Four 235 EVALUATIVE RESEARCH StepS Analyzing the Publics 42 Step Evaluating the Strategic Plan 237 Phase Two 67 STRATEGY Step Establishing Goals and Objectives 69 StepS Formulating Action and Response Strategies 82 Step Using Effective Communication 117 v This page intentionally left blank Contents Introduction Strategic Communication Integrated Communication Opponents Nine Steps of Strategic Public Relations Strategy Strategic Planning Exercise: Analyzing the Internal Environment 36 12 Effective Creativity Strategic Planning Exercise: Analyzing Public Perception 38 13 13 Strategic Planning Exercise: Analyzing the External Environment 40 Phase One 15 FORMATIVE RESEARCH Step Analyzing the Situation 17 Public Relations Situation Issues Management Risk Management Characteristics of a Public Identifying Publics 22 Public Relations and Ethics 25 Strategic Planning Example: Analyzing the Situation 26 Strategic Planning Exercise: Analyzing the Situation 26 Step Analyzing the Organization Performance 29 29 45 48 Intercessory Publics and Opinion Leaders 48 Selecting Key Publics 50 Strategic Planning Example: Identifying Publics 50 Strategic Planning Exercise: Identifying Publics 51 Analyzing Key Publics 30 53 Stages of Development 30 53 Key Characteristics 55 Structure 31 Stereotypes Internal Impediments Public Perception Visibility Key Publics 42 44 45 Four Categories of Publics 22 Internal Environment Step Analyzing the Publics 42 What Is a Public? 42 Publics, Markets and Audiences 17 21 Crisis Management Reputation 34 Strategic Planning Example: Analyzing the Organization 35 11 Evaluative Research Niche 32 33 External Impediments 12 Tactics 32 32 Competitors Advertising as a Tool for Integrated Communication Formative Research External Environment Supporters 31 31 31 31 57 Rethinking Your Publics Benefit Statement 60 61 Strategic Planning Example: Analyzing Key Publics 61 VII VIII Contents Strategic Planning Exercise: Analyzing Key Publics 63 Persuasion Dialogue Rhetorical Tradition Phase Two STRATEGY 67 Step Establishing Goals and Objectives Goals 69 Positioning 70 Objectives 72 Standards for Objectives Hierarchy of Objectives 69 77 Logos: Appealing to Reason Proposition 131 131 Verbal Evidence 132 Visual Supporting Evidence Avoiding Errors of Logic Step Formulating Action and Response Strategies 82 Misuse of Statistics 133 133 133 Pathos: Appealing to Sentiment Proactive Public Relations Strategies 82 135 Positive Emotional Appeals Negative Emotional Appeals 83 94 Reactive Public Relations Strategies Pre-emptive Action Strategy 100 Offensive Response Strategies 102 104 Diversionary Response Strategies Vocal Commiseration Strategies Rectifying Behavior Strategies 135 138 Strategic Planning Example: Determining Message Appeals 140 Strategic Planning Exercise: Determining Message Appeals 141 101 Defensive Response Strategies 106 107 111 113 Strategic Planning Example: Formulating Action and Response Strategies 114 Strategic Planning Exercise: Formulating Action and Response Strategies 115 Step Using Effective Communication Communication Processes 117 Information 117 126 Strategic Planning Exercise: Identifying Message Sources 130 Strategic Planning Exercise: Establishing Goals and Objectives 80 Strategic Inaction Control 123 125 Strategic Planning Example: Identifying Message Sources 129 73 Communication Strategies Credibility 122 Identifying Organizational Spokespeople 126 74 Writing Public Relations Objectives 121 Ethos: Convincing Communicators Charisma Strategic Planning Example: Establishing Goals and Objectives 79 Action Strategies 119 120 117 Verbal and Nonverbal Communication Verbal Communication 142 142 Nonverbal Communication 149 Strategic Planning Example: Planning Verbal/ Nonverbal Communication 152 Strategic Planning Exercise: Planning Verbal/ Nonverbal Communication 153 Phase Three TACTICS 155 Step Choosing Communication Tactics 157 Conventional Communication Categories 157 IX Contents Print Advertising Media Strategic Communication Categories 158 Interpersonal Communication Techniques 160 Promotional Items 162 Information Exchange Special Events 165 Packaging the Communication Tactics Thinking Creatively Strategic Planning Exercise: Choosing Interpersonal Communication Tactics 169 Strategic Planning Example: Packaging the Communication Tactics 214 Strategic Planning Exercise: Packaging Communication Tactics 216 172 175 Miscellaneous Print Media Audiovisual Media StepS Implementing the Strategic Plan The Campaign Plan 217 176 177 Strategic Planning Example: Choosing Organizational Media Tactics 179 Tactic: Open House Strategic Planning Exercise: Choosing Organizational Media Tactics 179 News Media Tactics The Schedule 181 Magazines Radio 184 The Budget 219 220 222 Budget Item Categories 186 Managing the Budget 188 Full-Cost Budgets Serving Media Information Needs Direct News Material Indirect News Material Opinion Material 223 Approaches to Budgeting 187 Television 219 Timelines of Tasks 181 189 227 229 230 Strategic Planning Example: Implementing the Strategic Plan 231 195 Strategic Planning Exercise: Implementing the Strategic Plan 232 196 Interactive News Opportunities 224 How Much Success Is Necessary? 191 217 218 Frequency of Tactics The Strategy of News Media Tactics Newspapers 211 212 Putting the Program Together 213 171 The Strategy of Organizational Media Tactics 171 Direct Mail 209 Strategic Planning Exercise: Choosing Advertising and Promotional Tactics 210 Strategic Planning Example: Choosing Interpersonal Communication Tactics 169 General Publications 203 207 Strategic Planning Example: Choosing Advertising and Promotional Tactics 209 163 Organizational Media Tactics Electronic Media Advertising Out-of-Home Advertising The Strategy of Interpersonal Communication Tactics 160 Personal Involvement 202 197 Strategic Planning Example: Choosing News Media Tactics 199 Phase Four Strategic Planning Exercise: Choosing News Media Tactics 199 Advertising and Promotional Media Tactics EVALUATIVE RESEARCH 200 The Strategy of Advertising and Promotional Media Tactics 201 Step Evaluating the Strategic Plan 237 Research Design: What to Evaluate 237 235 ... left blank Strategic Planning for Public Relations This page intentionally left blank Introduction W ky a bQok on strategic planning for public relations? Because effective and creative planning. . .Strategic Planning for Public Relations This page intentionally left blank Strategic Planning for Public Relations Second Edition Ronald D Smith, APR... various publics Public relations practitioners should be prepared to help organizations engage their publics both in word and deed This is the vision that guides Strategic Planning for Public Relations