Getting a public relations campaign or program off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. Successful public relation campaigns need to be managed as the ongoing development of a program in a structured way to benefit both the organization and its clients.
From planning a public relations campaign through to implementation involves a step-by-step technique. Topics discussed include environmental scanning, audits, identifying stakeholders and target publics, strategy and implementation of plan, including timelines, budgeting, working with suppliers and consulting skills. Emphasis is placed on evaluation and return on investment of communication.