Public relations campaign strategies : planning for implementation / Robert Kendall.

Includes bibliographical references (p. 533-547) and index.

I. INTRODUCTION TO PUBLIC RELATIONS CAMPAIGN STRATEGIES. 1. An Overview. II. BUILDING THE CAMPAIGN PLAN: THE RESEARCH STAGE. 2. Introduction to Research for Campaign Planning. 3. An Outline of Research Procedures. 4. Steps in Survey Research. 5. Research Cases and Problems. III. BUILDING THE CAMPAIGN PLAN: THE ADAPTION STAGE. 6. Adapting the Campaign to the Organizational Culture. 7. Adaptation in the Campaign Plan. 8. The Adaptation Plan; Cases and Problems. IV. BUILDING THE CAMPAIGN PLAN: THE STRATEGY STAGE. 9. Graphics in the Public Relations Campaign. 10. Developing the Campaign. 11. Implementation Strategy Cases. V. BUILDING THE CAMPAIGN PLAN: THE EVALUATION STAGE. 12. Evaluation Plan. 13. Evaluation Cases. VI. PRESENTING AND IMPLEMENTING THE PLAN. 14. Preparing and Making the Campaign Plan Presentation. 15. Implementation: Executing the Campaign Plan.