Public Relations Planning, Research, and Measurement - Mark Hunter LaVigne

Public Relations Planning, Research, and Measurement

By: Mark Hunter LaVigne, Colin Babiuk

Paperback | 25 July 2023

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With contributions by Kim Blanchette and Colleen Killingsworth

Introduction by Daniel Granger


This book was created to assist entry-level communicators in learning how to develop successful campaigns, as well as to provide more seasoned practitioners with a refresher on the elements of an effective communication plan. It covers:


  • the creation of executive summaries using the RACE formula;
  • research and analysis;
  • the setting of goals and objectives;
  • identification of target audiences and key messages;
  • development of strategies, tactics, timelines, and budgets;
  • effective use of human resources in a campaign; and
  • evaluation of a campaign's outcome.


Case studies of real-life campaigns round out this invaluable guidebook.

Industry Reviews

In this book, you'll find all the elements that need to come together to develop a proper communication plan, from research to outcome assessment.

Your employers and clients alike deserve this exercise on your part before you recommend and implement a tactic. Even though they are often short on time and ask you for a one-pager and specific actions, this planning is key both for you and for your credibility. ---Daniel Granger, C.M., APR, FCPRS

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