ABSTRACT

Before we come to the way that you need to plan campaigns, or even why you might want to plan PR campaigns, you may like to pause for a moment and consider what you expect to happen when you run your campaign. We appear to be hard-wired to believe in cause and effect. So if a bush rustles suspiciously, we immediately wonder whether a sabre-toothed tiger is lurking unseen inside it, just waiting to pounce, and we watch it carefully or stay well away from it.