资源描述：
《公关策划九步骤》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、Smith'sNineSteps・・・StrategicPlanningforPublicRelationsHereisanoverviewofthefour-phase,nine-stepplanningprocesspresentedinthetextbookStrategicPlanningforPublicRelations(Smith,R.D.2008,Routledge/Taylor&Francis丿.Thestepsareequallyapplicabletocampaignplanni
2、nginpublicrelations,advertisingandintegratedcommunicationTheprocessofthesestepsisdeliberate,andtheymustbetakeninsequence・Afteridentifyingaproblem,ourtendencytoooftenistoskipaheadtoseekingsolutions,leapingoverresearchandanalysis・Thiscanresultinunwarrante
3、dassumptionsthatlaterprovetobecostly,counterproductiveandembarrassing.Carefulplanningleadstoprogramsthatareproactiveandpreventative,ratherthantoactivitiesthataremerelyreactiveandremedial.Atthesametime,thestepsinthisprocessareflexibleenoughtoallowforcons
4、tantmonitoring,testingandadjustingasneeded.Askexperiencedcommunicationmanagers,andyoumayfindthattheydon'tnecessarilyarticulatetheirplanningspecificallyalongthelinesoftheseninesteps.Buttalkwiththemabouttheirwork,andyouarelikelytofindthattheygothroughapro
5、cessprettymuchliketheonebeingpresentedhere,whethertheyidentify"steps"ornot・Afewpractitionersmayadmit(somewhatguiltily)thattheydon'tdomuchplanning.Iftheyarebeinghonest,they'lltellyoutheyknowthey'vebeenluckysofarwiththeirhunches.Perhapstheydon'tdoformalpl
6、anningbecausetheydon'thavethetimeorbecausetheenvironmentissounstablethatalltheycandoisreact.Somepractitionersmaytellyoutheirbossesanddientswantactionratherthanplanning(thoughsuchshortsightedbossesanddientsusuallydon'tremaininbusinessveryIong).Ifyoucould
7、observehowprofessionalswork,however,you'dprobablyfindthateffectivecommunicationmanagersdoplan.Thegoodoneshavelearnedhowtobuildtheresearchandplanningcomponentsintotheirworkand"sell"ittotheirclientsandbosses.StrategicPlanningforPublicRelations&IntegratedC
8、ommunicationPhaseOne:FormativeResearch•Step1:AnalyzingtheSituation•Step2:AnalyzingtheOrganization•Step3:AnalyzingthePublicsDescribethenatureoftherelationshipsbetweenorganization(s)PhaseTwo:Strategyndpublicsandother•Step4:Establis
