-- Research, Part I: Diagnosis & developmental research -- Research, Part II: Goals -- Objectives

Research; Phase 2: Strategy; Phase 3: Tactics; Phase 4: Evaluative Research -- Effective Creativity.

public relations planning and management -- Public relations programme research and evaluation

-- Communication --Evaluation -- pt. 3. Strategy: Public Opinion and Persuasion -- Conflict Management: Dealing

-house -- Public relations consultancies -- Strategy, research, measurement and evaluation -- Putting effective PR

-- Research and analysis -- Communication theory and setting aims and objectives -- Knowing the publics and

-- Planning : background research -- Planning : primary research -- Planning : goals and objectives, messages

classroom, Smith walks readers through the critical steps for the formative research, strategic and tactical

-- What Roles Research Tells Us -- Technicians Versus Managers -- Environmental Influences -- Scanning and

public relationships -- Managing mutually beneficial relationships -- The value of research -- Elements

communication -- Public relations research and evaluation -- Audiences, stakeholders, publics -- Corporate image

. Definitions of Selected Terms Used in Public Relations Evaluation -- App. D. Audiovisual Supports -- App. E