Complete with clear explanations, relevant examples, and practical exercises, this text identifies and discusses the various decision points and options in the development of a communication program. Both classic public relations situations and current, timely events are presented in cases and examples throughout. This second edition offers new examples and updates on research, and provides new discussion on critical topics in today's public relations practice, including stereotyping and statistics. As a classroom text or a resource for professional practice, this volume provides a model that can be adapted to it 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.