Public Relations Planning, Research, and Measurement

With contributions by Kim Blanchette and Colleen KillingsworthIntroduction by Daniel GrangerThis book was created to assist entry-level communicators in learning how to develop successful campaigns, as well as to provide more seasoned practitioners with a refresher on the elements of an effective communication plan. It covers:the creation of executive summaries using the RACE formula; research and analysis;the setting of goals and objectives;identification of target audiences and key messages;development of strategies, tactics, timelines, and budgets;effective use of human resources in a campaign; andevaluation of a campaign's outcome.Case studies of real-life campaigns round out this invaluable guidebook.