Planning and Managing Public Relations Campaigns: A Strategic Approach
Getting a public relations campaign or programme off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated second edition of Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. It describes how to initiate and manage the ongoing development of a programme in a structured way to benefit both the organization and its clients. Practical and easy to read, the book takes the form of a step-by-step guide, covering many vital areas including: the public relations function; starting the planning process; research and analysis; setting objectives; strategy and tactics; timescales and resources; evaluation and review. Packed with numerous case studies, the book demonstrates a 10-point plan for ensuring successful campaigns and programmes. By using the techniques presented here, public relations practitioners will be able to drive events instead of being driven by them. Endorsed by the Institute of Public Relations, Planning and Managing Public Relations Campaigns is vital reading for students, practitioners or managers who want a definitive guide to the planning and management process.
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Ch 2 Public relations in context
Ch 3 Starting the planning process
Ch 4 Research and analysis
Ch 5 Communication theory and setting aims and objectives
Ch 6 Knowing the publics and messages
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achieved action analysis Anne Gregory Appleby Horse Fair areas attitudes audience awareness behaviour budget cent communication consultancy consumer corporate costs coverage detailed develop Drumming Workshops effective employees ensure environment evaluation event example external Figure food waste Gantt Chart groups guide dog identify impact important individuals internal involved issues Leeds Metropolitan University Livery Companies London London Bridge marketing McDonald’s media relations ment monitoring operate organization organization’s organizational outcome overall particular PEST analysis Pipers planner planning and management priority problem product recall programme or campaign promote public opinion public relations activity public relations practitioners public relations professional public relations programmes Quantitative research rela relations campaign relationships reputation responsible role sector senior social specific stakeholders and publics strategy tactics target publics task techniques timescales tion Trail Trimedia understanding