Introduction : -- Organizational Process -- Strategic Communication -- Integrated Communication -- Advertising -- Public Relations in the Public Interest -- Strategic Public Relations : Phase 1: Formative Research; Phase 2: Strategy; Phase 3: Tactics; Phase 4: Evaluative Research -- Effective Creativity.

Phase One FORMATIVE RESEARCH : -- STEP 1, Analyzing the situation : -- Public relations situation -- Issues management -- Risk management -- Crisis management -- Public relations and ethics -- What's next? -- Planning example 1: Analyzing the situation -- Checklist 1: Public relations situation -- STEP 2, Analyzing the organization : -- Internal environment -- Public perception -- External environment -- What's next? -- Planning example 2: Analyzing the organization -- Checklist 2A: Internal environment -- Checklist 2B: Public perception -- Checklist 2C: External environment -- STEP 3 Analyzing the publics : -- Public: Public, market, audience, stakeholder; Interrelationships; Characteristics of publics; Categories of publics; Alternative typologies -- Intercessory public -- Opinion leader -- Key public -- Planning example 3A: Identifying publics -- Checklist 3A: Publics -- Analyzing key publics -- Stereotype -- Cultural context -- Rethinking your publics -- Benefit statement -- What's next? -- Planning example 3B: Analyzing key publics -- Checklist 3B: Key publics.

Phase Two STRATEGY : -- STEP 4, Establishing goals and objectives : -- Positioning -- Goal -- Objective -- What's next? -- Planning example 4: Establishing goals and objectives -- Checklist 4: Goals and objectives -- STEP 5, Formulating action and response strategies : -- Proactive strategy 1: Action: Organizational performance; Audience engagement; Special event; Alliance and coalition; Sponsorship; Strategic philanthropy; Corporate social responsibility; Volunteerism; Activism -- Proactive strategy 2: Communication : Publicity; Newsworthy information; Generating news; News peg; Transparent communication -- Media theory and public relations -- Reactive public relations strategies -- Reactive strategy 1: Pre-emptive action : Prebuttal -- Reactive strategy 2: Offensive response : Attack; Embarrassment; Shock; Threat; Standing firm -- Reactive strategy 3: Defensive response : Denial; Excuse; Justification; Reversal -- Reactive strategy 4: Diversionary response : Concession; Ingratiation; Disassociation; Relabeling -- Reactive strategy 5: Vocal commiseration : Concern; Condolence; Regret; Apology -- Reactive strategy 6: Rectifying behavior : Investigation; Corrective action; Restitution; Repentance -- Reactive strategy 7: Deliberate inaction : Strategic silence; Strategic ambiguity; Strategic inaction -- Weighing options -- What's next? -- Planning example 5: Formulating action and response strategies -- Checklist 5: Action and response strategies -- STEP 6, Developing the message strategy : -- Communication process -- Rhetorical tradition of persuasive communication -- Ethos: the message source : Credibility: power to inspire; Charisma: power of personal charm; Control: power of command -- Organizational spokespeople -- Planning example 6A: Selecting message sources -- Checklist 6A: Message sources -- Logos: appeal to reason : verbal evidence; Visual supporting evidence; Errors of logic; Statistics -- Pathos: appeal to sentiment -- Planning example 6B: Determining message appeal -- Checklist 6B: Message appeal -- Verbal communication -- Nonverbal communication -- Visual and aural communication -- Planning example 6C: Verbal and nonverbal communication -- Checklist 6C: Verbal and nonverbal communication -- Branding the strategic message -- What's next?

Phase 3 TACTICS : -- STEP 7, Selecting communication tactics : -- Conventional tactics -- Strategic communication tactics -- Interpersonal communication tactics -- Planning example 7A: Selecting interpersonal communication tactics -- Checklist 7A: Interpersonal communication tactics -- Owned media: organizational and social media tactics : Strategy for owned media; Publications; Direct mail; Electronic mail; Digital media; Social media -- Planning example 7B: Selecting organizational and social media tactics -- Earned media: news media tactics: Strategy for earned media; Media use and credibility; Newspaper; News blog; Radio; Television -- Public relations and earned media -- Planning example 7C: Selecting news media tactics -- Checklist 7C: News media tactics -- Paid media: advertising and promotional tactics -- What's next? -- Example 7D: Selecting advertising and promotional tactics -- Checklist 7D: Advertising and promotional tactics -- STEP 8, Implementing the strategic plan : -- Packaging communication tactics -- Planning example 8A: Packaging communication tactics -- Checklist 8A: Packaging communication tactics -- Campaign plan book -- Campaign schedule -- Campaign budget -- What's next? -- Planning example 8B: Implementing the strategic plan -- Checklist 8B: Implementing the strategic plan.

Phase 4 EVALUATIVE RESEARCH : -- STEP 9: Evaluating the strategic plan : -- What to evaluate -- When to evaluate -- How to evaluate -- Data analysis -- Ultimate evaluation: value-added public relations -- What's next? -- Planning example 9: Evaluating the strategic plan -- Checklist 9: Evaluating plan.