The document discusses key aspects of planning a public relations campaign, including: 1) Conducting research and a situational analysis to understand the problem/opportunity and target audiences 2) Defining goals and objectives to address the identified problem/opportunity 3) Identifying stakeholders and developing communication strategies, themes, and messages tailored for different audience segments

1. Marketing the Public Relations Media Marketing - LECTURE 8

2. Definition of Public Relations Marketing the Public Relations

6. Business of Public Relations Marketing the Public Relations

10. Publicity 名聲

16. Demand for Public Relations 你幾時要 PR ？

27. Supplying the demand for Public Relations PR 服待的對象有 …

32. Public Relations Campaign Marketing the Public Relations

35. Reactive vs. Proactive Campaigns Types of PR campaign

39. Basic Principles for Effective Campaigns 五大守則

45. (1) Research (situational analysis) (2) Planning (goals/objectives, messages, themes, strategies, budget, etc.) (3) Communication (program tactics) (4) Evaluation Public Relations Campaign planning as a process Hong Kong Disneyland

50. Problem Statement

62. Crisis Management Marketing the Public Relations

68. In-class Exercise PR Campaign and Crisis Management