lunes, mayo 22, 2006

"Public Relations. The Effectiveness of Influence" Chapter 4 Synopsis


Chapter 4 – Designing a Public Relations campaign

4.1. Research

4.1.1. Focus groups and surveys Applying results of focus groups and surveys

4.1.2. Communications audit

4.1.3. SWOT Analysis

4.2. Public Relations objectives

4.3. Strategy

4.4. PR Plan or program

4.5. Implementation

4.6. Follow-through

4.7. Evaluation

Chapter 4 Addendum

Chapter 4 Summary

Chapter 4 References

Chapter 4 Addendum references

Chapter 4 Synopsis

Public relations has become fundamental for organizations in a world that is more and more competitive (and more “hypercommunicated” every day) because they are allowed to differentiate themselves. PR is very important for reputation management in an age when certain groups can mobilize society quickly and en masse.

The design of a Public Relations campaign should be the result of a series of steps taken to help ensure that the campaign is carried out correctly. It’s not about It’s not about communicating everything all at once, but communicating in a way that is in line with the organization’s profile and needs.

The first step is research, which will help to determine the organization’s position in the moments prior to the PR campaign. This will help define the best strategy and the most adequate program to reach the communications goals.

But these goals need to be in line with the needs and requirements of the organization. If they are not, they won’t add value and sooner or later will be questioned by company leaders.


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