Developing the Public Relations Campaign
A Team-Based Approach
2nd Edition
Published on 13. August 2008
Book
Paperback/Softback
288 pages
978-0-205-56990-8 (ISBN)
Description
Developing the Public Relations Campaign: A Team-Based Approach takes 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 Campaign introduces a three-step process-the PIE chart-that 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.
More details
Edition
2nd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 176 mm
Width: 236 mm
Thickness: 17 mm
Weight
386 gr
ISBN-13
978-0-205-56990-8 (9780205569908)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
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Randy Bobbitt | Ruth Sullivan
Developing the Public Relations Campaign
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Content
About the Authors Preface
PART ONE: BACKGROUND
CHAPTER 1: 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
PART TWO: THE 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: Communicating in a Crisis
Case Study 2: When Crisis Strikes Campus:
The Three-Step Process at Work
Chapter 2 Discussion Questions
Glossary of Terms
CHAPTER 3: 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
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 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 Statistics
Tracking the Case: Conducting and Processing Primary Research
Chapter 4 Discussion Questions
Glossary of Terms
CHAPTER 5: 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
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: Choosing Media Tactics
Chapter 6 Discussion Questions
Glossary of Terms
CHAPTER 7: Implementation: Interactive Media Channels
Electronic Mail
The World Wide Web
Social 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
CHAPTER 8: 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 the Newsletter Editor
Case Study 8-A: Prudential's Global Volunteer Day
Case Study 8-B: Hobet Mining Promotes Community Relations Through Local Schools
Tracking the Case: Choosing Non-Media Tactics
Chapter 8 Discussion Questions
Glossary of Terms
CHAPTER 9: Implementation: Logistics
Staffing
Budgeting
Timing
Glossary of Terms
Trends and Issues: Working With Volunteers
Case Study 9: Memorial Events Help a University Deal With Tragedy
Tracking the Case: Logistical Details
Chapter 9 Discussion Questions
Glossary of Terms
CHAPTER 10: Evaluation
The Importance of Evaluation
The Difficulty of Evaluation
The Evaluation Process
Ongoing Evaluation
Summative Evaluation
Formative Evaluation
Glossary of Terms
Trends and Issues: With No Fear of Failure
Case Study 10-A: Evaluative Research and the Travel and Hospitality Industry
Case Study 10-B: Selling the Lottery in the Bible Belt
Tracking the Case: Proposed Evaluation Plan
Chapter 10 Discussion Questions
Glossary of Terms
PART THREE: PROFESSIONAL RESPONSIBILITY
CHAPTER 11: Legal Considerations
Individual Responsibility in Public Relations
Public Relations and the First Amendment
Funding of Government Communication Activities
Public Relations Representatives as Lobbyists
Legal Problems in Investor Relations
Public Relations Materials and Libel Law
Appropriation
Intellectual Property
Relationships with Clients
Truth in Advertising
Contests and Competitions
Trends and Issues: Public Relations on Trial
Case Study 11: Free Speech and Selling Shoes
Chapter 11 Discussion Questions
Glossary of Terms
CHAPTER 12: Ethical Considerations
General Principles
What Professional Associations Say About Ethics
What the Experts Say
Public Relations Agencies and Unethical Practices
A Condensed Version of the Professional Codes
Glossary of Terms
Trends and Issues: Hacks vs. Flacks
Case Study 12-A: Hill and Knowlton and the United States Catholic Conference
Case Study 12-B: The Wall Street Scandals
That Changed America
Case Study 12-C: Another Black Eye for FEMA
Chapter 12 Discussion Questions
Ethical Dilemma 1: The Golf Weekend
Ethical Dilemma 2: Focus Groups and Date Rape
Ethical Dilemma 3: Big Problems in Brookwood
Ethical Dilemma 4: Get Your Can to the Game
Glossary of Terms
CHAPTER 13: 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
Glossary of Terms
Trends and Issues: Women in Public Relations
Case Study 13-A: NAACP and the Television Networks
Case Study 13-B: Ladies Need Not Apply
Case Study 13-C: Watch Your Language!
Chapter 13 Discussion Questions
Glossary of Terms
APPENDICES
Appendix A: Sources/For Further Reading
Appendix B: Internet Resources for Public Relations
PART ONE: BACKGROUND
CHAPTER 1: 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
PART TWO: THE 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: Communicating in a Crisis
Case Study 2: When Crisis Strikes Campus:
The Three-Step Process at Work
Chapter 2 Discussion Questions
Glossary of Terms
CHAPTER 3: 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
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 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 Statistics
Tracking the Case: Conducting and Processing Primary Research
Chapter 4 Discussion Questions
Glossary of Terms
CHAPTER 5: 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
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: Choosing Media Tactics
Chapter 6 Discussion Questions
Glossary of Terms
CHAPTER 7: Implementation: Interactive Media Channels
Electronic Mail
The World Wide Web
Social 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
CHAPTER 8: 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 the Newsletter Editor
Case Study 8-A: Prudential's Global Volunteer Day
Case Study 8-B: Hobet Mining Promotes Community Relations Through Local Schools
Tracking the Case: Choosing Non-Media Tactics
Chapter 8 Discussion Questions
Glossary of Terms
CHAPTER 9: Implementation: Logistics
Staffing
Budgeting
Timing
Glossary of Terms
Trends and Issues: Working With Volunteers
Case Study 9: Memorial Events Help a University Deal With Tragedy
Tracking the Case: Logistical Details
Chapter 9 Discussion Questions
Glossary of Terms
CHAPTER 10: Evaluation
The Importance of Evaluation
The Difficulty of Evaluation
The Evaluation Process
Ongoing Evaluation
Summative Evaluation
Formative Evaluation
Glossary of Terms
Trends and Issues: With No Fear of Failure
Case Study 10-A: Evaluative Research and the Travel and Hospitality Industry
Case Study 10-B: Selling the Lottery in the Bible Belt
Tracking the Case: Proposed Evaluation Plan
Chapter 10 Discussion Questions
Glossary of Terms
PART THREE: PROFESSIONAL RESPONSIBILITY
CHAPTER 11: Legal Considerations
Individual Responsibility in Public Relations
Public Relations and the First Amendment
Funding of Government Communication Activities
Public Relations Representatives as Lobbyists
Legal Problems in Investor Relations
Public Relations Materials and Libel Law
Appropriation
Intellectual Property
Relationships with Clients
Truth in Advertising
Contests and Competitions
Trends and Issues: Public Relations on Trial
Case Study 11: Free Speech and Selling Shoes
Chapter 11 Discussion Questions
Glossary of Terms
CHAPTER 12: Ethical Considerations
General Principles
What Professional Associations Say About Ethics
What the Experts Say
Public Relations Agencies and Unethical Practices
A Condensed Version of the Professional Codes
Glossary of Terms
Trends and Issues: Hacks vs. Flacks
Case Study 12-A: Hill and Knowlton and the United States Catholic Conference
Case Study 12-B: The Wall Street Scandals
That Changed America
Case Study 12-C: Another Black Eye for FEMA
Chapter 12 Discussion Questions
Ethical Dilemma 1: The Golf Weekend
Ethical Dilemma 2: Focus Groups and Date Rape
Ethical Dilemma 3: Big Problems in Brookwood
Ethical Dilemma 4: Get Your Can to the Game
Glossary of Terms
CHAPTER 13: 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
Glossary of Terms
Trends and Issues: Women in Public Relations
Case Study 13-A: NAACP and the Television Networks
Case Study 13-B: Ladies Need Not Apply
Case Study 13-C: Watch Your Language!
Chapter 13 Discussion Questions
Glossary of Terms
APPENDICES
Appendix A: Sources/For Further Reading
Appendix B: Internet Resources for Public Relations