Developing the Public Relations Campaign : A Team-Based Approach
by Bobbitt, Randy; Sullivan, RuthEdition: 2nd
Format: Paperback
Pub. Date: 2008-07-03
Publisher(s): Pearson
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Summary
Developing the Public Relations Campaign: A Team-Based Approachtakes a simple, easy-to-follow approach that develops a public relations campaign in a service-learning environment. This text is designed around a team project approach rather than a traditional lecture/note-taking model of learning.Developing the Public Relations Campaignintroduces a three-step processthe PIE chartthat accurately describes the campaign development process used in the real world. A practical approach, with exercises and case studies in every chapter, guides readers through the development of their own public relations campaigns.
Table of Contents
| About the Authors | |
| Preface | |
| Background | |
| Public Relations and Persuasion | |
| Defining Public Relations | |
| A Brief History of Public Relations | |
| The Nature of Persuasion | |
| Characteristics of Legitimate Public Relations Campaigns | |
| Types of Persuasive Campaigns | |
| Service Learning and Student Projects | |
| Trends and Issues: Flack, Hype, and Spin | |
| Case Study 1-A: Johnson and Johnson's | |
| Campaign for Nursing's Future | |
| Chapter 1 Discussion Questions | |
| Glossary of Terms | |
| The Public Relations Process | |
| An Overview of the Public Relations Process | |
| The Three-Step Process | |
| The Written Proposal: Planning | |
| The Written Proposal: Implementation | |
| The Written Proposal: Evaluation | |
| The Last Step | |
| Trends and Issues: Communicating in a Crisis | |
| Case Study 2: When Crisis Strikes Campus:The Three-Step Process at Work | |
| Chapter 2 Discussion Questions | |
| Glossary of Terms | |
| Planning: Background Research | |
| Preliminary Fact-Finding | |
| Identifying Priority Audiences | |
| Proposed Primary Research Methods and Research Objectives | |
| Writing the Background Research Summary | |
| Trends and Issues: Lifestyle Trends for the 21st Century | |
| Case Study 3: Values and Lifestyles: The Eight Types of Americans | |
| Tracking the Case: Conducting and Processing Background Research | |
| Chapter 3 Discussion Questions | |
| Glossary of Terms | |
| Planning: Primary Research | |
| Primary Research Methods | |
| Qualitative Research | |
| Quantitative Research | |
| Integrity and Validity in Primary Research | |
| Trends and Issues: Associated Press Guidelines for Reporting Research Results | |
| Case Study 4-A: Lawyers Use Focus Groups to Design Trial Strategies | |
| Case Study 4-B: Field Observation and the Science of Shopping | |
| Case Study 4-C: How to Lie With StatisticsTracking the Case: Conducting and Processing Primary Research | |
| Chapter 4 Discussion Questions | |
| Glossary of Terms | |
| Planning: Goals and Objectives, Messages and Themes, Channels and Strategies | |
| Goals and Objectives | |
| Messages and Themes | |
| Channels and Strategies | |
| Generalizations About Traditional Media | |
| Public Relations on the Internet | |
| Trends and Issues: News Values and Interests | |
| Case Study 5: The Dixie Chicks: Shut Up and Sing!Tracking the Case: Goals and Objectives, Messages and Themes, Strategies and Channels | |
| Chapter 5 Discussion Questions | |
| Glossary of Terms | |
| Implementation: Traditional Media Channels | |
| Working With the News MediaInstitutional Advertising | |
| Donated Media | |
| Trends and Issues: The Future of the | |
| News Release: Does it Have One? | |
| Case Study 6: Two Controversies, Ten Years Apart | |
| Tracking the Case: Choosing Media Tactics | |
| Chapter 6 Discussion Questions | |
| Glossary of Terms | |
| Implementation: Interactive Media Channels | |
| Electronic Mail | |
| The World Wide WebSocial Media | |
| The Blogosphere | |
| Monitoring Cyberspace | |
| Trends and Issues: Writing for the Cyberspace Audience | |
| Case Study 7: We Are Marshall | |
| Tracking the Case: Interactive Media Channels | |
| Chapter 7 Discussion Questions | |
| Glossary of Terms | |
| Implementation: Non-media Channels | |
| Events | |
| Social Responsibility and Philanthropy Programs | |
| Internal and Employee Communications | |
| Investor Relations Materials | |
| Marketing Activities | |
| In-Person Communication | |
| Inserts and Enclosures | |
| Miscellaneous Tactics | |
| Glossary of Terms | |
| Trends and Issues: Tips for th | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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