Public Relations Planning: Announcing Toxic Shock Syndrome �Understanding and developing the ability to implement an effective public relations plan is essential to progression from entry-level public relations practitioner to a top-level public relations manager� (Lattimore, Baskin, Heiman, Toth, and Van Leuven, 2004). Shortly after I started as the Public Relations Director of Denver Children�s Hospital one of the doctors approached me about a new syndrome he had identified. I had to work out a plan to announce the discovery in the manner most beneficial to the hospital while still useful to the public. My first task was to define the goals of the public relations campaign in terms of the public�s needs as well as the hospital�s needs. With goals in place, I was then required to decide which medium or media would best suit the announcement and consider whether the Internet would be a part of the plan. I was then required to develop a plan to handle the anticipated media calls after the announcement. Once the initial flurry of the announcement campaign died down, I then analyzed ......

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