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.

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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

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    

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    

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