A practical, easy-to-follow approach to public relations
Written for students taking advanced courses in public relations, the book takes a team project approach to learning about the field. The book introduces a three-step process—the PIE chart—that more accurately reflects the campaign development process used in the real world. Exercises and case studies in every chapter guide students through the development of their own public relations campaigns.
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Learning Goals
Upon completing this book, readers will be able to:
- Develop their own public relations campaigns
- Apply public relations skills to the real world
- Understand how to apply communication theories to public relations
Table of Contents:
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
