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.
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