This tool contains leading practices and key performance indicators companies should consider when creating their public relations campaigns.

Sample practices include: The company creates key messages; the company develops messages that reflect the vision of senior management; the company uses research to ensure that key messages are on target, relevant and engaging; the company considers corporate identity reviews a low priority in the overall scheme of public relations; the company exhibits high standards; the company uses feedback from all audiences to improve its image; and the company projects a position of unity and strength.