CREATING A SUCCESSFUL PR CAMPAIGN: A COMPREHENSIVE GUIDE

According to Kim Harrison (2011, p. 324), a campaign is "a planned set of communication activities, each with a specific defined purpose, carried over a set period of time and intended to meet communication goals and objectives relating to a nominated issue; for example, a campaign to increase industrial safety." While the nature of a public relations campaign may vary depending on the context and overarching objectives, there are fundamental elements that universally apply to all (public relations) campaigns.

To help you effectively plan and develop a public relations campaign, I have compiled a straightforward guide that covers eight essential elements. This guide is inspired by Anne Gregory's book, 'Planning and Managing Public Relations Campaigns: A Strategic Approach' (2015), with each chapter offering a concise explanation of key concepts to help you understand and implement these vital elements.

The eight elements are:

• Context
• Planning
• Analysis and Research
• Aims and Objectives
• Publics and Messages
• Strategy and Tactics
• Time-frame and Resources
• Evaluation and Review

Bibliography:

Gregory, A., 2015. Planning and Managing Public Relations Campaigns, 4th edition. London: Kogan Page.

Harrison K., 2006, Strategic Public Relations—A Practical Guide to Success, 5th edn, Palgrave Macmillan, South Yarra, Vic.