Table of Contents Section Executive Summary
Page 4
Research -Analyzing the situation
4
- Organizational Analysis
5
-Analyzing the public -Analyzing the key characteristics of the key public
6
Strategy -Goals
6
-Position
7
-Objectives
7
-Proactive strategy
7
-Reactive strategy
8
-Message Source and Spokesperson
8
-Message appeals
9
-Verbal Communication
9
-Nonverbal Communication
10
Tactics -Pre-campaign
11
--Press Releases
11
-Website
11
-Buzz
12
-Photos and Captions
12
-Studio Interviews
13
-Special Events
14
-Distribution
14
Schedule
15
Budget
15
Evaluation Plan
16
References
16
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