Strategic Planning in Public Relations by Knights K.
By Knights K.
Delivering a clean method of public kin, this ebook info strategic making plans and obviously offers the arguments for a crusade idea subsidized with proof. as well as an advent to the hot subject of strategic making plans, worthy counsel and strategies to enhance any public family members or crusade making plans are supplied.
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Extra resources for Strategic Planning in Public Relations
Target Group Index TGI is a wonderful product of huge potential value to the work of PR people but, sadly, is hardly ever used by them. Unfortunately the annual subscription is very expensive, but it can be worth it. If you work in an in-house PR department maybe your company already subscribes to it (try the research department again) or maybe your advertising agency has it. Produced by the British Market Research Bureau, TGI is an on-going piece of research based on 24,000 self-completion questionnaires distributed nationally.
There are three main issues: • The frequently repeated claim that PR cannot be evaluated in the way that advertising can. • The cost of evaluation – who is prepared to pay for it and how much are they prepared to fork out? • The question of what the evaluation is for. Is it merely a justification of the spend on PR or is it trying to do more? Of course, all three issues are interrelated. It is entirely possible to measure and evaluate PR activity – as we will see – and some of the tools are very similar to those that might be used to evaluate advertising.
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.