Public Relations Planning, Research, and Measurement

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With contributions by Kim Blanchette and Colleen Killingsworth

Introduction by Daniel Granger

This 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; and evaluation of a campaign's outcome.

Case studies of real-life campaigns round out this invaluable guidebook.