Developing the Public Relations Campaign

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.   This text is available in a variety of formats – print and digital. Check your favorite digital provider for your eText, including CourseSmart, Kindle, Nook, and more. To learn more about our programs, pricing options and customization, click the Choices tab.   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