Final answer:
Managing a PR program or campaign involves four key steps: planning, implementation, monitoring, and evaluation. These steps form a cycle that includes strategy development, execution, evaluation of effectiveness, and the development of lessons learned to inform future campaigns.
Step-by-step explanation:
When managing a PR program or campaign, the four steps involved in the process are: planning, implementation, monitoring, and evaluation. Initially, a preparatory phase is crucial, where strategies for reaching voters and influencing their decisions are conceived. This is followed by the implementation and learning phase where the campaign strategy is executed, often by making use of various media platforms to communicate with and engage the electorate.
The next phase is the program evaluation phase, which involves assessing the effectiveness of the strategies used in the campaign. The goal is to keep the evaluation simple enough for managers to understand the 'what' and 'why' behind actions to ensure its usefulness and usability. Assessments are integral for identifying both improvements and successes within a campaign or PR effort.
Overall, the emphasis on a cyclical policy process, including agenda setting, policy enactment, policy implementation, and evaluation, underscores the dynamic nature of managing PR programs and campaigns.