[Strategic Planning For Public Relations Ronald D. Smith
Jamar Lizarraga
Ron Smith shows how to implement research-driven strategic campaigns, drawing on his experience as a professional in the industry and his teaching in the classroom. He turns complex problem-solving and decision-making processes in strategic communication and public relations into easy-to-follow steps, flexible enough to apply to various situations and organizations in the real world. This new edition includes real-world, diverse examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices, covers award-winning public relations campaigns, and significantly increases information on social media, with a reformatting of the Tactics section to highlight internet-based and social media.
Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at Buffalo State (SUNY). He was an accredited member of the Public Relations Society of America.
This innovative and popular text provides a clear pathway to understanding public relations campaigns and other types of strategic communication. Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step unfolding of the strategic campaign process used in public relations practice. Drawing from his experience in professional practice and in the classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical planning, and plan evaluation phases of the process.
Offering clear explanations, relevant examples, and practical exercises, this text identifies and discusses the decision points and options in the development of a communication program. The cases and examples included here explore classic public relations situations as well as current, timely events. This third edition includes expanded discussions of ethics, diversity, and technology integrated throughout the text, and has a new appendix addressing media training for clients.
As a classroom text or a resource for professional practice, this volume provides a model that can be adapted to fit specific circumstances and used to improve effectiveness and creativity in communication planning. It serves as an accessible and understandable guide to field-tested procedures, offering practical insights that apply to public relations campaigns and case studies coursework.
Ronald D. Smith APR is a professor of public communication at Buffalo State College, the largest college within the State University of New York, where he teaches public relations planning, writing, and related topics to undergraduate and graduate students. Prior to his work as an educator, he spent 10 years as a public relations director and eight years as a newspaper reporter and editor. He is active as a consultant in public relations and strategic communication, assisting businesses and nonprofit organizations with planning, research, communication management and media training.
In addition to Strategic Planning for Public Relations, Smith also is the author of Becoming a Public Relations Writer (3rd edition 2008, Routledge) and co-author of MediaWriting (2nd edition 2009, Routledge) with W. Richard Whitaker and Janet E. Ramsey.
This innovative and popular text provides a clear pathway to developing public relations campaigns and other types of strategic communication. Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step unfolding of the strategic campaign process used in public relations practice. Drawing from his experience in professional practice and in the classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical planning, and plan evaluation phases of the process.
Offering clear explanations, relevant examples, and practical exercises, this text identifies and discusses the decision points and options in the development of a communication program. The cases and examples included here explore classic real-world public relations situations as well as current, timely events. This fourth edition highlights the results of new research studies on opinions and practices within the discipline, and adds overviews of several award-winning public relations campaigns.
Strategic Planning for Public Relations is in its fifth edition of offering an innovative and clear approach for students looking to learn how to develop public relations campaigns. It is a text intended for those serious about entering the rapidly changing professions of public relations and strategic communication. Ronald Smith shows how to implement pragmatic, research-driven strategic campaigns used in public relations practice, and draws from his years of experience as a professional in the industry and his years of teaching in the classroom.
The approach used in this text is a threefold pattern: first, readers are exposed to new ideas, then see them in use, before finally being showed how to apply those ideas themselves. Complex problem-solving and decision-making processes in strategic communication and public relations are turned into a series of easy-to-follow steps, flexible enough to be applicable to myriad situations and organizations in the real world.
This new fifth edition follows the same format as previous editions and includes numerous timely and real-world examples of cases and current events, along with classic cases that stand the test of time. It includes new research on opinions and practices within the discipline and covers several recent, award-winning public relations campaigns.
Complementing the book are online resources for both students and instructors. For students: chapter overviews, useful links to professional organizations and resources, and an overview of careers in public relations. For instructors: an instructors' manual, lecture slides, and sample course materials. Please visit www.routledge.com/cw/smith.
Joseph Goetz, professor of financial planning in the College of Family and Consumer Sciences
John Mativo, associate professor of career and information studies in the Mary Frances Early College of Education
Lori A. Ringhand, J. Alton Hosch Professor of Law in the School of Law
Jo Smith, associate professor of small animal internal medicine in the College of Veterinary Medicine
Zachary Wood, professor of biochemistry and molecular biology in the Franklin College of Arts and Sciences
"This year's Meigs Professorship honorees are exemplary educators who engage students at all levels through innovative instruction and experiential learning," said S. Jack Hu, the university's senior vice president for academic affairs and provost. "They are committed to positioning their students for success, not only in the classroom but throughout their lives."
Joseph Goetz
Goetz is widely recognized across the country as a pioneer in academic service-learning, problem-based learning and other forms of experiential learning in financial planning. Over the course of his career, he has created, developed and implemented a range of innovative clinics, centers, programs, courses, internships and companies to enhance student learning.
Goetz's experience in financial planning consulting, namely through the wealth management firm he co-founded--Elwood & Goetz Wealth Advisory Group--has given him a valuable perspective and skillset, which has enhanced the educational experience of his students. He created a pro bono financial planning program and co-founded the UGA ASPIRE Clinic, a multidisciplinary teaching clinic for financial planning, family therapy and law students. He also co-founded the university's master's and doctoral program in financial planning and worked with the Graduate School to create a financial education program for graduate students.
He created the nation's first financial planning clinical practicum course, the nation's first course in financial therapy and is the co-founder of the college's Schwab Financial Planning Center, which is designed to promote experiential learning. He also co-published his field's first textbook on client communication to enhance students' learning. Goetz has earned numerous honors, including the university's Service-Learning Teaching Excellence Award, Creative Teaching Award and Russell Award for Excellence in Undergraduate Teaching.
John Mativo
Mativo regularly collaborates with industry leaders in developing solutions to real-life challenges that are then subsequently used as the inspiration for outstanding instruction to benefit his students. He developed a robotics laboratory at UGA where students learn kinematics in a simulated industrial setting. Within the College of Engineering, he established and leads the UGA student chapter of the Society of Automotive Engineers, now known as UGA Motorsports. The group created the university's first-ever student designed and built Formula SAE car, which has participated in collegiate competitions with 80 other U.S. and international institutions.