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Planning and Managing Public Relations Campaigns

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ISBN-10: 0749429917

ISBN-13: 9780749429911

Edition: 2nd 2000 (Revised)

Authors: Anne Gregory

List price: $35.00
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Description:

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.
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Book details

List price: $35.00
Edition: 2nd
Copyright year: 2000
Publisher: Kogan Page, Limited
Publication date: 1/1/2001
Binding: Paperback
Pages: 192
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.638
Language: English

Anne Gregory is one of the leading academics in public relations in the UK. Anne is Professor of Public Relations and Director of the Centre for Public Relations Studies at Leeds Metropolitan University.Before becoming an academic, 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 author of Planning and Managing Public Relations Campaigns also in this series, published by Kogan Page.

Acknowledgements
About the author
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?
Public relations in context
Context is vitally important
Publics Sectoral considerations
Organisational development - business stage
Organisational characteristics
Issues
Public opinion
Timescales
Resources
Starting the planning process
Getting in control
Why planning is important
Public relations policy
Basic questions in planning the 10 stages of planning
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
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
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
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
Timescales and resources
Timescales
Critical path analysis
Longer-term plans
Resources
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