Strategic planning in public relations a practical guide - Knights, Kieran (Thorogood, 2009)
This essential Report provides an introduction to the 'new' topic of strategic planning in public relations. The aim is to provide you with valuable tips and techniques to improve your PR and campaign planning
The author; Cover; Contents; Chapter 1 What is strategic planning and why do we need it?; Chapter 2 The strategic planning process; Chapter 3 Getting out what you put in; Chapter 4 Understanding your audience; Chapter 5 Ensuring creativity lives up to the planning promise; Chapter 6 Measurement and evaluation as a planning tool; Chapter 7 Media Planning; Chapter 8 The pleasure of planning; Appendix Useful telephone numbers and website addresses