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.

Mark Hunter LaVigne, MA, APR FCPRS, knows both sides of the "media fence," having worked as a journalist and, since 1990, in a variety of roles in public relations. He is an award-winning, accredited member (APR) of the Canadian Public Relations Society (CPRS), a member of the College of Fellows, regularly speaks at conferences and workshops, and has taught at Ryerson University, Western University, Seneca at York, Centennial College and Humber College.