Planning and Managing Public Relations Campaigns

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Kogan Page Publishers, 2000 - Business & Economics - 184 pages
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Praise and Reviews

`Practical and easy to read...takes the reader step by step through each crucial stage of a campaign, covering all the vital areas`

SCOTTISH INDUSTRY & COMMERCE

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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Contents

Public relations in context
20
Organisational characteristics
28
stages of planning
43
SWOT analysis
56
Setting objectives
78
How receivers use information
91
Strategy and tactics
117
Timescales and resources
147
evaluation
162
Index
183
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About the author (2000)

Anne Gregory

ANNE GREGORY is one of the leading academics in public relations in the UK. She is Head of the School of Business Strategy and an assistant dean of the Faculty of Business at Leeds Metropolitan University. Before becoming an academic eight years ago, Anne spent twelve years in public relations practice, working both in-house and for consultancies. She is Consultant Editor of the PR in Practice Series and is the editor of ` Public Relations in Practice` and `Planning and Managing Public Relations Campaigns` also in this series, published by Kogan Page.

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