Overview

This 29-page research report written for public relations consultants features strategies for getting the most out of a PR campaign and measuring Return on Investment. Top public relations executives demonstrate how to create a public relations campaign so that it adds direct impact to the client by establishing program performance metrics; implementing strategies that address problems or issues; and sitting down with the client to identify goals. The report contains real-life examples of the PR process to illustrate how companies can successfully reach targeted audiences with smart PR. It includes other topics such as: misconceptions concerning ROI; metrics; increasing shareholder value; measurement tools; marketing campaigns; influencers; media; thought leadership programs; and communications campaigns. This Executive Report is written by: Helen Ostrowski, Chief Executive Officer, Porter Novelli - Adding Value for the Client in Public Relations ; Andrew Cooper, Founder & Principal, CooperKatz & Company, Inc. - An Overview of a Successful Campaign ; Bob Hope, President & Co-Owner, Hope-Beckham, Inc. - Measuring ROI ; Amy Binder, Chief Executive Officer, RF Binder Partners - Building Bridges in PR ; Fred Cook, President & Chief Executive Officer, GolinHarris - Impacting a Campaign ; Gloria S. Dittus, President & Chief Executive Officer, Dittus Communications - Sending the Right Message ; and, Lisa Vallee-Smith, Chief Executive Officer & Co-Founder, Airfoil Public Relations - Calculating ROI . Executive Reports offer focused, hard-hitting advice from the leaders of some of America's top companies, packaged in a concise, readable format. Each research report provides readers with 3 to 5 strategies that will have a direct financial impact on their business. While not meant as a comprehensive guide, each report includes quick-hit items that can immediately impact specific business strategies. Executive authors drill down to the central issues surrounding each topic area and dispense expert advice in concise, direct language. Executive Reports feature leading professionals selected by the Aspatore Editorial Board based on their experience, research, and standing within the professional community.

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9781596226364

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