Mastering the Public Opinion Challenge won the PRIDE award, given by the National Communication Association, for the best book produced in public relations in 1994. This book was one of the first to advocate an approach that is implicit in thenew Integrated Marketing Communication (IMC) strategies. Mastering the Public Opinion Challenge suggests the need to tie communication planning (advertising, marketing, and public relations) to the business and strategic planning cycles of the organization. The book argues the need for integrated planning processes based on public opinion research. This book was written for public opinion and policy analysts, issues management specialists, and communication planners (advertising, public relations, and marketing). The book offers the following benefits: Suggests a menu of questions that can be asked by a policy analyst or issue-monitoring team--questions that you won't find anywhere else. Suggests criteria that...
