Public Relations Planning, Research, and Measurement

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.

Mark Hunter LaVigne, MA, APR, FCPRS, LM, knows both sides of the "media fence," having worked as a journalist and, since 1990, in a variety of roles in public relations including major agencies, his own practice for a quarter-century and teaching public relations in a number of colleges and universities, most recently in the BPR programs at Humber and Centennial Colleges.

Colin Babiuk, MA, APR, FCPRS is an Associate Professor at MacEwan University in Edmonton. He has over 30 years of experience as a PR practitioner including extensive work in issues management, stakeholder relations and media relations.