Developing the Public Relations Campaign

Series
Pearson
Author
Randy Bobbitt / Ruth Sullivan  
Publisher
Pearson
Cover
Softcover
Edition
3
Language
English
Total pages
288
Pub.-date
January 2013
ISBN13
9780205066728
ISBN
0205066720


Product detail

Product Price CHF Available  
9780205066728
Developing the Public Relations Campaign
173.80 approx. 7-9 days

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Description

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

Features

  • Takes a practical, flexible approach to the public relations process, called the PIE process.  The PIE process focuses on three steps: planning, implementation, and evaluation.
  • Emphasizes the team project approach (compatible with the competitive agency model as well as other forms of team projects) that furthers students’ skills in group work and reflects the reality of the practice.
  • Uses a service-learning approach that engages students in worthy community causes and can be easily adapted into most schools’ existing service-learning programs.
  • Includes exercises in each chapter that follow the public relations process from beginning to end, helping students approach the work in manageable increments.
  • Offers at least one case study per chapter to facilitate student learning with real-world examples.

 

New to this Edition

  • A revised introductory chapter provides more information about how to incorporate communication theories into public relations campaigns.
  • A new chapter deals with interactive media, including the internet and various forms of social media.
  • A streamlined law and ethics chapter provides guidance on how to avoid legal and ethical pitfalls in designing public relations campaigns, including issues associated with social media.
  • New case studies appear throughout the book and focus on news stories affecting the public relations industry. 
  • A revised chapter on background research includes the results of the latest demographic and psychographic research into the media habits and purchasing habits of various age groups.

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