Page 17 - PUBLIC RELATION E BOOK
P. 17
JOHN MARSTON
SUGGESTED A FOUR (4) STEPS MODEL
BASED ON SPECIFIC FUNCTIONS
RESEARCH
Research attitude
about the issue at
hand
ACTION
Identify action
of the client in
the public
interest
COMMUNICATION
Communicate that
action to gain
understanding,
acceptance and support
EVALUATION
Evaluate the
communication to
see if opinion has
been influenced
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