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The Public Relations Firm by Stacy Smith

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CHAPTER 8

Research and Execution

This chapter presumes that the client and the firm have agreed to a defined Scope of Work and are ready to begin their relationship. Now it is time for the firm to more closely examine the specific problems that are affecting the organization and plan specifics for achieving the goals set forth. In this chapter we discuss the core steps your firm should take to prepare a detailed and thoughtful plan of action to achieve the established goals.

However, given the unpredictable nature of the world, there will always be unexpected situations that require an immediate response. Yet that response should also follow a rigorous (though truncated) methodology that assures you have the best approach to the situation at ...

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