Public Relations Planning, Research, and Measurement
Mark Hunter LaVigne, Colin Babiuk
Public Relations Planning, Research, and Measurement
Mark Hunter LaVigne, Colin Babiuk
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With contributions by Kim Blanchette and Colleen Killingsworth
Introduction by Daniel Granger
This book was created to assist entry-level communicators in learning how to develop successful campaigns, as well as to provide more seasoned practitioners with a refresher on the elements of an effective communication plan. It covers:
the creation of executive summaries using the RACE formula; research and analysis; the setting of goals and objectives; identification of target audiences and key messages; development of strategies, tactics, timelines, and budgets; effective use of human resources in a campaign; and evaluation of a campaign's outcome.
Case studies of real-life campaigns round out this invaluable guidebook.
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