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Planning and Managing Public Relations Campaigns

A Strategic Approach
Summary:

The book provides a comprehensive guide to designing and executing effective public relations campaigns, outlining strategic planning processes, setting objectives, and evaluating success. It offers practical tools, techniques, and case studies to help practitioners manage campaigns and adapt to the dynamic PR environment.

Key points:

1. Strategic Planning: Gregory stresses the need for clear goals, audience understanding, and a strategy that matches the organization's aims in PR campaigns. Research is vital for targeted efforts.

2. PR as Management: The book views PR as essential to management, influencing decision-making and helping achieve company goals. PR pros should be involved in management discussions.

3. PR Campaign Process: Gregory presents a step-by-step PR campaign guide, from research and goal-setting to strategy, execution, and evaluation.

4. Ethics in PR: Ethical behavior is crucial in PR, with a focus on transparency, privacy respect, and honesty to maintain trust and protect reputation.

5. Evaluation and Measurement: The importance of measuring PR campaign results is emphasized, with a call for clear, measurable objectives and using both qualitative and quantitative analysis to show value and guide improvements.

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