Start Free Trial
Stay ahead with the world's most comprehensive technology and business learning platform.
With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.
Start Free Trial
No credit card required
Planning and Managing Public Relations Campaigns, 4th Edition
by Anne Gregory
Publisher: Kogan Page
Release Date: December 2015
Business & Management
View table of contents
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
PR in Practice Series
About the author
01 Planning and managing: the context
What is the point of planning?
The role of public relations in organizations
The role of the public relations professional within organizations
The position of public relations within organizations
Organizing for action
Who does what in public relations?
02 Public relations in context
Context is vitally important
Stakeholders and publics
Organizational development – business stage
03 Starting the planning process
Responsibilities of practitioners
Public relations policy
Why planning is important
Basic questions in planning
The 12 stages of planning
Linking programme planning to the bigger picture
04 Research and analysis
Embedding research in the planning process
The first planning step
Analysing the environment
Analysing the organization
Analysing the stakeholder
Who should undertake the research?
Investment in research pays – two cases in point
05 Communication theory and setting aims and objectives
Knowing where you’re going
Attitude is all important
The communication chain
How ‘receivers’ use information
Setting realistic aims and objectives
Golden rules of objective setting
Constraints on aims and objectives
Different levels of aims and objectives
06 Knowing the publics and messages
Who shall we talk to and what shall we say?
What is public opinion?
Types of publics
Using other segmentation techniques
So what about the media?
The implications for targeting publics
How to prioritize publics
What shall we say?
Constructing the content
How the message should be presented
07 Strategy and tactics
Getting the strategy right
What is strategy?
From strategy to tactics
What tactics should be employed?
Different campaigns need different tactics
Sustaining long-term programmes
Contingency and risk planning
08 Timescales and resources
Task planning techniques
09 Knowing what has been achieved: evaluation and review
The benefits of evaluation
Why practitioners don’t evaluate
Principles of evaluation
Levels of evaluation
A campaign evaluation model and some other measures
Reviewing the situation