How Public Relations Functions to Help Achieving Organizational Goals——Alzheimer＇s Assays Campaign Case Study

One purpose that public relations serves is to help organizations to achieve their objectives. The development of this understanding can be regarded as a four-stage process： research, planning, programming, and evaluation. These four steps are essential to any effective public relations campaign and they are actually not four independent functions. Each step overlaps the others, and if any one is neglected, the entire process might be affected. Alzheimer＇s Assays campaign illustrates a complete public relations project because it experiences all the four stages. Herein Alzheimer＇s Assays campaign is studied as an example to demonstrate how public relations functions to help achieving organizational goals.