Introduction

Effective public relations tactics have assumed an increasingly important role in most successful marketing organization nowadays. Yet the traditional brand marketing professionals are lacking the required skill sets to master the game plan and quite often, have to outsource advices from costly PR consultants. Even so, they still need good evaluation techniques on the campaign proposals submitted by the latter to maximise program effectiveness.

On the other hand, average practitioners from the PR agency side usually focus on implementation and execution rather than fully acquainted with the brand strategy behind the campaign. Consequently, they fail to talk the same language as the client. More importantly, they are unable to contribute to the setting of MarCom strategy that help achieve the ultimate marketing objectives for the clients.