Developing the Public Relations Campaign A Team-Based Approach

ISBN-10: 0205569900

ISBN-13: 9780205569908

Edition: 2nd 2009

Authors: Randy Bobbitt, Ruth Sullivan

List price: $109.00
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Description:

Developing the Public Relations Campaign: A Team-Based Approachtakes 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 Campaignintroduces a three-step processthe PIE chartthat 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.
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Book details

List price: $109.00
Edition: 2nd
Copyright year: 2009
Publisher: Allyn & Bacon, Incorporated
Publication date: 7/3/2008
Binding: Paperback
Pages: 288
Size: 6.75" wide x 9.00" long x 0.50" tall
Weight: 1.100
Language: English

About the Authors
Preface
Background
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
The Public Relations Process
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
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
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 StatisticsTracking the Case: Conducting and Processing Primary Research
Chapter 4 Discussion Questions
Glossary of Terms
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
Implementation: Traditional Media Channels
Working With the News MediaInstitutional 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
Implementation: Interactive Media Channels
Electronic Mail
The World Wide WebSocial 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
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 th
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