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Anne Gregory

Checklist for a successful campaign

    1. Agree a clear message – backed up by research, statistics or case studies.

    2. Plan the timing of the campaign – to co-incide with an event such as National Sunday for Elderly People – or to avoid the opening of the Conservative Party Conference!

    3. Identify the target audiences for the message – and work out the best way to reach them.

    4. Plan the event with your target audience in mind – deciding whether a conference, celebrity event, photocall, news release, advertisement or press conference is the best way to get the message across.

    5. Decide the most appropriate media to carry the message – should it be national or regional newspaper, radio and television, magazines or maybe posters or leaflets?

    6. Make sure your staff are well briefed – and your key spokespeople are well trained.

(Anne Gregory. Public Relations in Practice. – Kogan Page, 2001. – P. 123-135)