Public Relations Planning, Research, and Measurement - LaVigne, Mark Hunter; Babiuk, Colin
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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…mehr

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Produktbeschreibung
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.
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Autorenporträt
Mark Hunter LaVigne, MA, APR FCPRS, knows both sides of the "media fence," having worked as a journalist and, since 1990, in a variety of roles in public relations. He is an award-winning, accredited member (APR) of the Canadian Public Relations Society (CPRS), a member of the College of Fellows, regularly speaks at conferences and workshops, and has taught at Ryerson University, Western University, Seneca at York, Centennial College and Humber College.