Deborah A. Silverman is Chair and Associate Professor in the Department of Communication at SUNY Buffalo State University, U.S.A. She is Accredited in Public Relations and a member of the Public Relations Society of America's College of Fellows.

Ronald D. Smith was Professor Emeritus of Public Communication and former Chair of the Communication Department at SUNY Buffalo State University, U.S.A. He was Accredited in Public Relations.

Introduction Phase One: Formative Research Step 1. Analyzing the Situation Step 2. Choosing Research Methods Step 3. Analyzing the Organization Step 4. Analyzing the Publics Phase Two: Strategy Step 5. Creating Positioning Statements, Goals, and Objectives Step 6. Choosing Proactive and Reactive Strategies Step 7. Developing the Message Strategy Phase Three: Tactics Step 8. Selecting Communication Tactics, Part 1: Owned Media Step 8. Selecting Communication Tactics, Part 2: Earned Media Step 8. Selecting Communication Tactics, Part 3: Shared Media Step 8. Selecting Communication Tactics, Part 4: Paid Media Step 9. Implementing the Strategic Plan Phase Four: Evaluative Research Step 10. Evaluating the Strategic Plan Appendices: A. Media Engagement B. Crisis Communication C. Example of a Content Analysis