Developing the Public Relations Campaign

1) Brief Table of Contents 2) Full Table of Contents 1) Brief Table of Contents Part I : Background Chapter 1: The Nature of Persuasive Campaigns Part II: Public Relations Process Chapter 2: An Overview of the Public Relations Process Chapter 3: Planning: Background Research Chapter 4: Planning: Primary Research Chapter 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies Chapter 6: Implementation: Traditional Media Channels Chapter 7: Implementation: The Internet and Social Media Chapter 8: Implementation: Nonmedia Channels Chapter 9: Implementation: Logistics Chapter 10: Evaluation Part III: Professional Responsibility Chapter 11: Legal and Ethical Considerations Chapter 12: International, Multicultural, and Gender Issues 2) Full Table of Contents Part I : Background Chapter1: The Nature Of Persuasive Campaigns Characteristics of Legitimate Public Relations Campaigns Types of Persuasive Campaigns Applying Theory in Developing Public Relations Campaigns Generalizations about Persuasion and Opinion Change Decision-Making Models Theories from Mass Communication Theories from Psychology and Education Trends and Issues: Barriers to Communication Case Study 1: Johnson & Johnson's "Campaign For Nursing's Future" Discussion Questions Part II: Public Relations Process Chapter 2: 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: Applying the Three-Step Process to Crisis Situations Case Study 2: When a Crisis Strikes Campus: The Three-Step Process at Work Discussion Questions Chapter 3: Planning: Background Research Preliminary Fact-Finding Identifying Priority Audiences Proposed Primary Research Methods and Research Objectives Sources of Background Information Writing the Background Research Summary Trends and Issues: Lifestyle Trends of the Twenty-First Century Case Study 3: The Eight Types of Americans Tracking the Case: College Students and Credit Card Debt: Planning-Background Research Discussion Questions Chapter 4: 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 4a: Lawyers Use Focus Groups to Design Trial Strategies Case Study 4b: Field Observation and the Science of Shopping Case Study 4c: How to Lie with Statistics Tracking the Case: College Students and Credit Card Debt: Planning-Primary Research Discussion Questions 72 Chapter 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies Goals and Objectives Messages and Themes Channels and Strategies Generalizations about 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: College Students and Credit Card Debt: Goals and Objectives, Messages and Themes, Strategies and Channels Discussion Questions Chapter 6: Implementation: Traditional Media Channels Working with the News Media Institutional 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: College Students and Credit Card Debt: Implementation-Traditional Media Channels Discussion Questions Chapter 7: Implementation: The Internet and Social Media The Future Is Now Electronic Mail and Texting The World Wide Web Social Media The Blogosphere The Barriers to Our New World Trends and Issues: Writing For the Cyberspace Audience Case Study 7a: Michael Vick and the Animal Rights Movement Case Study 7b: We Are Marshall Tracking the Case: College Students and Credit Card Debt: Implementation: The Internet and Social Media Discussion Questions Chapter 8: Implementation: Nonmedia Channels Events Social Responsibility and Philanthropy Programs Internal and Employee Communications Investor Relations Materials Marketing Activities In-Person Communication Inserts and Enclosures Miscellaneous Tactics Trends and Issues: Tips for the Newsletter Editor Case Study 8a: Prudential's Global Volunteer Day Case Study 8b: Hobet Mining Promotes Community Relations through Local Schools Tracking the Case: College Students and Credit Card Debt: Implementation: Choosing Nonmedia Channels Discussion Questions Chapter 9: Implementation: Logistics Staffing Budgeting Timing Trends and Issues: Working with Volunteers Case Study 9: Memorial Events Help a University Deal with Tragedy Tracking the Case: College Students and Credit Card Debt: Implementation: Logistics Discussion Questions Chapter 10: Evaluation The Importance of Evaluation The Difficulty of Evaluation The Evaluation Process Ongoing Evaluation Summative Evaluation Formative Evaluation Trends and Issues: With No Fear of Failure Case Study 10a: Evaluative Research in the Travel and Hospitality Industry Case Study 10b: Selling the Lottery in the Bible Belt Tracking the Case: College Students and Credit Card Debt: Evaluation Discussion Questions Part III: Professional Responsibility Chapter 11: Legal and Ethical Considerations Public Relations and the Law Public Relations and the First Amendment Funding of Government Communications Activities Public Relations Representatives as Lobbyists Public Relations Materials and Libel Law Appropriation Intellectual Property Relationships with Clients Truth in Advertising Contests and Competitions Ethics and the Individual Ethics and the Organization What Professional Associations Say About Ethics What the Experts Say Public Relations Agencies and Unethical Practices A Condensed Version of the Professional Codes Trends and Issues; Legal and Ethical Implications of Social Media Case Study 11a: Free Speech and Selling Shoes Case Study 11b: Hill and Knowlton and the United States Catholic Conference Discussion Questions Chapter 12: International, Multicultural, and Gender Issues General Principles Respect for Cultural Differences Including Persons with Disabilities Paying Attention to Company Publications Monitoring Company Advertising Other Steps to Take Trends and Issues: Women in Public Relations Case Study 13a: NAACP and the Television Networks Case Study 13b: Ladies Need Not Apply Case Study 13c: Watch Your Language! Discussion Questions Appendix A Sources and Suggested Further Readings Appendix B Internet Resources for Public Relations