By Kieran Knights

ISBN-10: 1423717902

ISBN-13: 9781423717904

ISBN-10: 1854182250

ISBN-13: 9781854182258

Strategic making plans is a clean method of PR. An strategy that's fact-based and medical, basically featuring the arguments for a crusade suggestion subsidized with evidence.This crucial file presents an creation to the 'new' subject of strategic making plans in public family. the purpose is to supply you with helpful guidance and strategies to enhance your PR and crusade making plans.

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Additional info for Strategic Planning in Public Relations (Thorogood Professional Insights series)

Sample text

It is best to see presentations from a few of them and choose the one that best suits your needs. However, the point is that if you can’t afford to use an external evaluation company it is still possible to evaluate your campaign almost as well doing it yourself. You will still have to do much of the ultimate analysis of the results yourself, because only you will know what you did or didn’t do in your campaign and only you can decide what you should do differently next time. The biggest problem with output measures is the more sophisticated you get the more you are faced with questions that you just can’t answer using these tools – did anyone in your target audience actually notice the campaign, did it change their attitudes and did they do anything as a result?

This means that you can do quantitative research with any sample size; it is just a question of deciding what would be an acceptable margin of error. It is interesting that since the debacle of the 1992 general election when most of the research companies wrongly predicted a victory for Neil Kinnock’s Labour Party,many national newspapers now quote the margin of error when publishing political opinion poll results. Best advice is to always ask the research company to tell you the margin of error and then debate with them the implications of decreasing or increasing your sample size.

If not, you have to be prepared to be brutal. For example,a press release or a press conference will not be seen by the target audience, but is intended to stimulate the press coverage that will eventually be seen by them. You are exposing the news item,apparently written by the newspaper’s journalist, which is in fact stimulated by an unseen PR person and you are uncovering the fact that the true driving force may not be the journalist’s desire to explain but the agenda of the PR person and their employer.

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Strategic Planning in Public Relations (Thorogood Professional Insights series) by Kieran Knights


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