Public relations campaigns : an integrated approach / Regina M. Luttrell, Luke W. Capizzo.
Material type:
- 9781544385587
- 659.2 LUT
Contents:
About the authors --
Introduction: campaigns in the professional public relations context --
Introduction to integrated campaigns --
Strategic communication campaign fundamentals --
Understanding peso --
Research, Part I: Diagnosis & developmental research --
Research, Part II: Goals --
Objectives --
Strategies --
Tactics --
Implementation --
Reporting and evaluation --
Formulating an integrated campaign : case studies --
Appendix --
Glossary --
References --
Index.
About the authors --
Introduction: campaigns in the professional public relations context --
Introduction to integrated campaigns --
Strategic communication campaign fundamentals --
Understanding peso --
Research, Part I: Diagnosis & developmental research --
Research, Part II: Goals --
Objectives --
Strategies --
Tactics --
Implementation --
Reporting and evaluation --
Formulating an integrated campaign : case studies --
Appendix --
Glossary --
References --
Index.
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