ABSTRACT
Book Title: Strategic Planning for Public Relations
Chapter Author: Ronald D. Smith
orcid.org/0000-0002-9757-8399
Chapter Number and Title: Tactics. Step 8: Implementing the Strategic Plan
This step begins with an overview of various ways to package communication tactics, particularly by media category, by public, by goal, by objective, and by department. It then focuses on the campaign book. It also deals with scheduling variations, such as by frequency of tactics and timelines of tasks. This step then focuses on the campaign budget, dealing with budget items and various approaches to budgeting. It presents examples of a fixed budget and a variable budget, while introducing the concept of full-cost budgeting.
