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Planning and Managing Public Relations Campaigns
A Step-by-step Guide
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| by Anne Gregory |
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Product code: 17490 ISBN: 0749429917,
ISBN13: 9780749429911,
184 pages, paperback, published by Kogan Page, 2nd Revised edition edition, 2001
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| Description of Planning and Managing Public Relations Campaigns |
Praise and reviews: 'Practical and easy to read...takes the reader step by step through each crucial stage of a campaign, covering all the vital areas' - Scottish Industry & Commerce. Getting a public relations campaign or programme off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated second edition of "Planning and Managing Public Relations Campaigns" provides a blueprint for all practitioners. It describes how to initiate and manage the ongoing development of a programme in a structured way to benefit both the organization and its clients. Practical and easy to read, the book takes the form of a step-by-step guide, covering many vital areas including: the public relations function; starting the planning process; research and analysis; setting objectives; strategy and tactics; timescales and resources; and, evaluation and review. Packed with numerous case studies, the book demonstrates a 10-point plan for ensuring successful campaigns and programmes.
By using the techniques presented here, public relations practitioners will be able to drive events instead of being driven by them. Endorsed by the institute of public relations, "Planning and Managing Public Relations Campaigns" is vital reading for students, practitioners or managers who want a definitive guide to the planning and management process. |
| Contents of Planning and Managing Public Relations Campaigns |
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 |
| About Anne Gregory |
| anne gregory anne gregory is one of the leading academics in public relations in the uk. she is head of the school of business strategy and an assistant dean of the faculty of business at leeds metropolitan university. before becoming an academic eight years ago, 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 'planning and managing public relations campaigns' also in this series, published by kogan page. |
| Reviews of Planning and Managing Public Relations Campaigns |
"Practical and easy to read…takes the reader step by step through each crucial stage of a campaign, covering all the vital areas"
- SCOTTISH INDUSTRY & COMMERCE |
Review Planning and Managing Public Relations Campaigns
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