How do professionals plan and execute a public communications campaign? Moffitt provides a detailed step-by-step
examination of the conceptualizing, planning, and execution of a public relations, marketing/advertising, political,
or social issue campaign. She provides basic theories, concepts, and issues to understand before one can even begin
to conduct a campaign, and she examines the research tools and skills needed to investigate the organization, the
industry, or the targeted audiences for a campaign. Basic strategies for setting a campaign's goals and objectives
are analyzed as are message strategies to determine the correct wording and visualization factors. Lastly, Moffitt
examines communication selection strategies for choosing the appropriate personal and media channels for delivering
the messages.
Since the public campaign has emerged as a key model of organizational communication, professionals as well as
students in advertising, marketing, and management will find the business end of the topic useful. Individuals
involved with public relations, speech communication, broadcast and print media will benefit from the communication
aspects.
Table of Contents
The Campaign Professional
Research Strategies
Basic Strategies
Message Strategies
Communication Selection Strategies