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Planning and Managing Public Relations Campaigns, 4th Edition

Book Description

Drive events rather than be driven by them with the techniques laid out in the new edition of this popular definitive guide.

Table of Contents

  1. Cover
  2. PR in Practice Series
  3. Title page
  4. Contents
  5. Acknowledgements
  6. About the author
  7. 01    Planning and managing: the context
    1. What is the point of planning?
    2. The role of public relations in organizations
    3. The role of the public relations professional within organizations
    4. The position of public relations within organizations
    5. Organizing for action
    6. Who does what in public relations?
  8. 02    Public relations in context
    1. Context is vitally important
    2. Stakeholders and publics
    3. Sectoral considerations
    4. Organizational development – business stage
    5. Organizational characteristics
    6. Issues
    7. Public opinion
    8. Timescales
    9. Resources
  9. 03    Starting the planning process
    1. Responsibilities of practitioners
    2. Public relations policy
    3. Why planning is important
    4. Basic questions in planning
    5. The 12 stages of planning
    6. Linking programme planning to the bigger picture
  10. 04    Research and analysis
    1. Embedding research in the planning process
    2. The first planning step
    3. Analysing the environment
    4. Analysing the organization
    5. Analysing the stakeholder
    6. Who should undertake the research?
    7. Research techniques
    8. Investment in research pays – two cases in point
  11. 05    Communication theory and setting aims and objectives
    1. Knowing where you’re going
    2. Attitude is all important
    3. The communication chain
    4. How ‘receivers’ use information
    5. Setting realistic aims and objectives
    6. Golden rules of objective setting
    7. Constraints on aims and objectives
    8. Different levels of aims and objectives
  12. 06    Knowing the publics and messages
    1. Who shall we talk to and what shall we say?
    2. What is public opinion?
    3. Types of publics
    4. Using other segmentation techniques
    5. So what about the media?
    6. The implications for targeting publics
    7. How to prioritize publics
    8. What shall we say?
    9. Constructing the content
    10. Crafting messages
    11. How the message should be presented
  13. 07    Strategy and tactics
    1. Getting the strategy right
    2. What is strategy?
    3. From strategy to tactics
    4. What tactics should be employed?
    5. Different campaigns need different tactics
    6. Sustaining long-term programmes
    7. Contingency and risk planning
  14. 08    Timescales and resources
    1. Timescales
    2. Task planning techniques
    3. Longer-term plans
    4. Resources
  15. 09    Knowing what has been achieved: evaluation and review
    1. Measuring success
    2. The benefits of evaluation
    3. Why practitioners don’t evaluate
    4. Principles of evaluation
    5. Evaluation terminology
    6. Levels of evaluation
    7. A campaign evaluation model and some other measures
    8. Reviewing the situation
    9. And finally
  16. Index
  17. Copyright