Public Relations Planning, Research, and Measurement
LaVigne, Mark Hunter / Babiuk, Colin 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 obj...