A definitive guide to planning PR and event campaigns. Contains everything readers need to know to design, execute and evaluate campaigns of any size, with techniques laid out and explained clearly.

Taking a PR campaign from planning to implementation can seem overwhelming. This book provides a blueprint for success and is widely regarded as one of the best 'how-to' guides available. Digestible and easy to read, this fifth edition of Planning and Managing Public Relations Campaigns presents a 12-point plan for ensuring success of campaigns of all sizes, covering vital areas including the role of public relations in organizations, the importance of context, research and analysis, setting objectives, strategy and tactics, timescales and resources, evaluation and review. With discussion of new developments in the industry, from the gig economy and online influencers, to disruptive models, this fully updated new edition addresses the need for agile planning and draws on fresh case studies to provide up-to-date examples of best practice. Supported by a suite of online resources, Planning and Managing Public Relations Campaigns is an invaluable guide for students and practitioners alike. Online resources include extended case studies, lecture slides, discussion questions and assessment tasks.

Online resources: extended case studies, lecture slides, discussion questions and assessment tasks

Vorwort
Online resources: extended case studies, lecture slides, discussion questions and assessment tasks

Autorentext
Dr Anne Gregory is a professor of corporate communication and a leading international academic. She is based in the School of Business and Law at the University of Huddersfield. Anne previously spent many years in public relations practice, gaining experience at senior levels both in-house and in consultancy. She remains a consultant and is an adviser at board level to a number of large organisations. Anne is also series editor for the PR in Practice series (published by Kogan Page).

Inhalt

• • Chapter - 01: Planning and managing The context;
  • Chapter - 02: Public relations in context;
  • Chapter - 03: Starting the planning process;
  • Chapter - 04: Research and analysis;
  • Chapter - 05: Communication theory and setting aims and objectives;
  • Chapter - 06: Knowing the public and messages;
  • Chapter - 07: Strategy and tactics;
  • Chapter - 08: Timescales and resources;
  • Chapter - 09: Knowing what has been achieved Evaluation and review