The document outlines a four step process for research, planning, implementation, and evaluation of public relations campaigns. It discusses developing a problem statement through research of primary and secondary sources. Next it covers a 10 step planning process including setting goals, objectives, strategies, and tactics. It then provides tips for research methods like surveys, focus groups, and determining sample sizes. The overall process advocates understanding the problem before planning how to address it through measurable objectives and strategies tailored to target audiences.

1. The Four Step Process: Research, Planning, Implementation, Evaluation Jackie O'Neal Independent Practitioner's Alliance (IPA member) O'Neal Media Group

2. The Four Step Process

11. Excerpt from the Summer 2008 issue of The Public Relations Strategist: " Along with planning, execution and evaluation, research is a required campaign component for all Silver Anvil entries. While web-based searches and media analyses remain among the most prevalent research techniques, about 60% of Silver Anvil campaigns also gathered input directly from target audiences. The research was both formal and informal-proving it doesn't always require significant resources to get valuable information to effectively shape a campaign's goals, strategies and messages." -Kelly Womer, APR, ABC Secrets of Their Success The Public Relations Strategist