ABSTRACT
This chapter focuses on implementation of plans within a strategic framework and develops campaign strategies and narrative approaches. It gives an overview of the components of strategic campaign execution. The chapter considers how planning process is monitored and evaluated. A rational decision-making approach is recommended, alongside recognition of the need for creative approaches. This combination of evidence, imagination and understanding underpins campaign proposals to ensure executive approval of recommendations. The campaign strategy and narrative approach provide guidance regarding the tools and techniques involved in what needs to be said and done. Implementation occurs in a responsive and responsible manner to ensure that campaign objectives and measurable outcomes are achieved. Tools, techniques and tactics are considered throughout The PR Strategic Toolkit, providing expert insight into the effectiveness of various options. Campaign plans consider legislation constraints including health and safety issues.
