Public Relations Campaign Strategies: Planning for Implementation

Professor Kendall, recently retired from active teaching at the University of Florida, crafted an excellent text for those serious about a systematic approach to meeting an organization's public relations goals. Dr. Kendall includes research methods and case studies to aid the PR practitioner in conducting a campaign and the student in understanding how effective public relations ought to be conducted. As an ex-student of Dr. Kendall and a contributer of a small case study he included in his 2nd edition, I am pleased this book has received favor in the public relations community.

Robert Kendall was absolutely superb in applying many of the basic concepts of public relations to actual campaign implementation strategies. His Public Relations Campaign Strategies, a book devoted entirely to the RACE model of public relations with which all PR majors are familiar, teaches those pursuing a career in public relations how to put the basic and the not-so-basic concepts of the model to practice. While emphasizing the important role research plays in PR campaign planning, implementation, and evaluation without condemning creativity, Kendall created a guide that should be on the desk or bookshelf of every working practitioner of public relations. And as if these weren't enough, Kendall provides case studies to bring his concepts to life. To say the least, Public Relations Campaign Strategies is fun, educational, and applyable reading.