Description
Examines how and why public relations plays a critical role in integrated marketing and explains the ways PR can add value to an integrated marketing communications program. This book features a guide to writing an IMC plan including writing a situation analysis, setting objectives, developing a strategy, devising tactics, and measuring results.
Examines how and why public relations plays a critical role in integrated marketing and explains the ways PR can add value to an integrated marketing communications program. This book features a guide to writing an IMC plan including writing a situation analysis, setting objectives, developing a strategy, devising tactics, and measuring results.