A Manager's Guide To PR Projects: A Practical Approach

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ISBN: 9780805845471 | 080584547X
Cover: Nonspecific Binding
Copyright: 4/1/2003

A Manager's Guide To PR Projects: A Practical Approach > ISBN13: 9780805845471

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This workbook provides a practical step-by-step guide through the phases of managing a public relations project. For undergraduate and graduate public relations students.

Patricia J. Parsons is Associate Professor and former chair of the Bachelor of Public Relations degree program at Mount Saint Vincent University in Halifax, Nova Scotia, Canada

Preface

vii

Before We Begin

(8)

Defining public relations

(1)

Using this book

(1)

Defining Management

(1)

Defining ``projects''

(1)

Public relations process: A few details

(3)

Onward!

(2)

The Research Phase

(12)

An everyday process

(1)

What research can accomplish

(1)

Problem or opportunity?

(1)

How research is done

(1)

The communication audit

(1)

Characterizing relationships with publics

(1)

Analyzing the information

(3)

Using the worksheets

(2)

Data Table

Problem & Opportunity Analysis

Data Analysis Checklist

The Planning Phase

(10)

The plan

(1)

Defining publics

(2)

Constructing objectives

(2)

Relationship objectives

(1)

Considering processes

(1)

Keying objectives to publics

(1)

Developing messages

(1)

Choosing public relations vehicles

(1)

Rationales for channels and strategies

(1)

Using the worksheets

(1)

Identification & Categorization of Publics

Checklist for Outcome Objectives

Public Relations Planning Worksheet

Managing Implementation

(12)

Revisiting management definitions

(1)

The historical context

(1)

Management and leadership

(1)

Budgets as management tools

(2)

Deadlines and time management

(2)

Controlling quality along the way

(2)

People: Working with and through

(1)

Using the worksheets

(2)

Budgeting Worksheet

Time Management

Quality Control Checklist

Evaluation

(8)

A practical definition

(1)

Why evaluate?

(1)

What we evaluate

(3)

Evaluating relationships

(1)

The ``benchmark''

(1)

Using the worksheets

(1)

Media Monitoring Tracking Sheet

Resources

(5)

Public Relations Plan: Sample Format

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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A Manager's Guide To PR Projects: A Practical Approach

Summary

Author Biography

Table of Contents

Supplemental Materials