Public Relations and Communications

11 Developing a PR Strategy

DOI: 10.4324/9781003253815-11

Chapter Contents

1. 11.1 Learning Outcomes
2. 11.2 Introduction
3. 11.3 The Strategy: ‘Visit Italy’
4. 11.3.1 Research
5. 11.3.2 Action and Planning
6. 11.3.3 Communication
7. 11.3.4 Evaluation
8. 11.4 For Discussion
9. References

11.1 Learning Outcomes

On finishing this chapter, the reader should be able to:

• Think strategically and have an in-depth understanding of the core components and tactics involved in the development of a public relations (PR) strategy.
• Research, plan and develop a PR strategy that has clearly defined objectives and demonstrates knowledge of communications skills and a competency in business acumen.
• Assist an organisation in demonstrating the success of and value in PR through the ...