Public Relations Planning, Research, and Measurement

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.