Believe it or not, there’s a method to the madness of PR. Cutlip & Center’s Effective Public Relations text (aka. the bible) outlines that there are 4 main principles to putting together an effective PR campaign. That said, there are many arguments out there that refute PR process can be summed up into 4 simple steps, but they do acknowledge these as being good guidelines. Have a look at the image below, and get a basic understanding of what PR pros do when putting together effective campaigns.