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.

Table of Contents:
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