Читать книгу The PR Campaigns Worktext - Maria Elles Scott - Страница 22

Public Relations campaigns classes have been part of curriculum for more than 80 years at college programs through the United States and abroad. Many of these courses were taught as a survey of ideas or examination of case studies reviewing successful campaigns completed by agencies and corporate teams.

Even PR practitioners who are internal to a corporation must still have a client meeting with the department or group with whom they are partnering to create a campaign. Before anyone can start to identify the issue, create a goal statement, craft objectives, outline a research plan and examine the target audience, everything begins with the initial client meetings. Externally, agencies use this initial meeting to cover a lot of ground, not just to review the elements of the campaign, but also to delve into the company through a situation analysis and more.

Meeting with the client and/or department is part of a two-way communication model in that the agency or company team has to provide a sense of professionalism and knowledge to earn the trust of the client and/or department. The internal and external piece is an important step and an essential skill to master and fine-tune no matter how many campaigns a person has completed.