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Planning and Managing a PR Campaign: A Step-by-step Guide By: Anne Gregory Normal price: 16.99 Our price: 14.44 + postage Bargain: save £2.55 ! Product code: 17490 ISBN: 0749429917 190 pages Format: Pb Published by: Kogan Page, 2001, 2nd edition There are no reviews available for this book

Description of Planning and Managing a PR Campaign: A Step-by-step Guide

The secret to a successful PR campaign, as with most projects, is forward planning and systematic management. This volume, updated to include information on new technology, takes the reader step-by-step through each crucial stage of a PR campaign. With numerous case studies and a ten-point action plan, the book covers all the vital topics, including: - the public relations function - starting the planning process - research and analysis - setting objectives - strategy and tactics - timescales and resources - and evaluation and review

Planning and Managing a PR Campaign: A Step-by-step Guide - Chapter headings

1. Planning and managing can be fun! Everyone can plan and manage Planning in public relations The role of public relations in business The role of the public relations professional within organisations Organising for action Who does what in public relations? 2. Public relations in context Context is vitally important Publics Sectoral considerations Organisational development – business stage Organisational characteristics Issues Public opinion Timescales Resources 3. Starting the planning process Getting in control Why planning is important Public relations policy Basic questions in planning The 10 stages of planning 4. Analysis The first planning step PEST analysis Spotting the issues SWOT analysis What state the stakeholder? Who should undertake the research? Research techniques Investment in research pays - two cases in point 5. Setting objectives Knowing where you're going Attitude is all important The communication chain Communicating on the Internet How 'receivers' use information Setting realistic objectives Eight golden rules of objective setting Constraints on objectives Strategic and tactical objectives 6. Knowing the publics and messages Who shall we talk to and what shall we say? What is public opinion? Types of public So what about the media? The implications for targeting publics How to select your publics What shall we say? Determining the messages How the message should be presented 7.Strategy and tactics Getting the strategy right What is strategy? From strategy to tactics What tactics should you employ? Different campaigns need different tactics Sustaining long-term programmes The big 'What if?' - contingency planning 8. Timescales and resources Timescales Critical path analysis Longer-term plans Resources 9. Knowing what you've achieved: evaluation and review Measuring success The benefits of evaluation Why practitioners don't evaluate Principles of evaluation An evaluation model and some other measures Media analysis Reviewing the situation Help, the strategy's not working! External and internal review drivers And finally! Index