chapter  8
14 Pages

Strategic campaign execution

ByHeather Yaxley

Throughout this book a comprehensive set of tools, strategies and techniques has been presented and critiqued. This chapter complements that expert focus with an overview of the key components of strategic campaign execution. It considers three areas:

1 campaign strategy – methodology underpinning activities;

2 narrative approaches – methodology underpinning communication;

3 campaign tools – methods by which the strategy is executed. Cutlip et al. (2000) identify two aspects involved in implementing public relations strategy:

• action component – what needs to be done;

• communication component – what needs to be said.