Developing the Public Relations Campaign / Edition 3

by Randy Bobbitt, Ruth Sullivan

Overview

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

Product Details

ISBN-13:	9780205066728
Publisher:	Pearson Education
Publication date:	01/30/2013
Edition description:	New Edition
Pages:	288
Product dimensions:	7.30(w) x 9.00(h) x 0.50(d)

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