Planning and Managing Public Relations Campaigns [Paperback]A Step-by-step Guideby Anne GregoryThis book is OUT OF PRINT You may be able to find a copy at ABE Books Description of Planning and Managing Public Relations CampaignsPraise 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. Title Information
Press and Industry 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 Write a review of this book About Anne Gregoryanne 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.Contents of Planning and Managing Public Relations Campaigns1. 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 |
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