Public Relations

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ISBN: 9780324203042 | 0324203047
Cover: Hardcover
Copyright: 5/26/2004

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With the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with ?one voice? in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall ? and potential buyers are less moved by what they view as ?sales messages? - effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives.

Introduction

(6)

PART I The Theory and Practice of Public Relations

(270)

1 Public Relations: Art or Science?

(7)

One Term, Many Meanings, Lots of Misunderstanding

(3)

A Potent Persuader and Problem-Solver

(1)

The Role of the PR Professional

(2)

Art or Science? Even the Professionals Don't Agree

(1)

Public Relations and the Media

(1)

Summary

(1)

References

(1)

2 The Public Relations Plan

(14)

Key Elements of the Plan

(3)

The Situation Analysis

(2)

Specifying Objectives

(4)

Strategy

(1)

Implementing Tactics

(2)

Creating a Time Line

(1)

Developing the Budget

(1)

The Plan

(5)

Objectives of the Public Relations Plan

(1)

Media Kit

(1)

Web Site

(1)

Media List

(1)

Clipping Service

(1)

Advertising

(1)

Budget

(1)

Additional Comments

(1)

Summary

(1)

3 The Public(s)

(38)

The Many Faces and Places of "The Public"

(3)

Addressing the Needs and Concerns of Each "Public"

(2)

Keeping a "Forgotten Public" Informed

(1)

Using PR to Deflect Bad Publicity

(3)

Advertising and PR: Two Ways to Reach a Common Goal

(2)

Overcoming Management Objections

(2)

Summary

(2)

4 Public Relations and the Marketing Mix

(17)

PR and Other Marketing Functions

(2)

Tailored PR Solutions for Every Program

(2)

The Importance of "Buzz"

(1)

Staying "On Message" in the Most Effective Way

(4)

PR Budgeting

(3)

Marketing Public Relations

(4)

Cause Marketing Programs

(1)

Opposition to Cause Marketing

(1)

Beyond "Doing Good"

(1)

Remembering the Human Factor

(2)

Summary

(1)

References

(1)

5 Focusing on the Message

(33)

Concentrating on the Real Market

(1)

Unrealistic Expectations

(2)

The "What" and "How" of the Message

(2)

Self-Interest

(1)

Clarity

(1)

Making the Message Compelling

(1)

Finding the Right Media to Reach Your Public

(3)

Summary

(1)

References

(1)

6 Crafting an Image

(23)

Image, Perception, and Reputation

(2)

The Importance of Consistency

(1)

Overcoming Negativity

(1)

The Power of Images and Brands

(1)

Corporate Image and Market Research in the New World of Business

(3)

The Value of Genuine Market Research

(7)

Using Research to Uncover the Facts

(2)

Taking Action after the Facts Are in

(2)

Types of Marketing Campaigns

(1)

Creating Imagery with Words

(3)

Creating a Corporate Image That Builds Bonds and Brands

100

(2)

Summary

102

(1)

References

102

(1)

7 Taking Stock: Understanding Investor Relations

103

(33)

Investor Relations: Not PR as Usual

104

(2)

The IR and PR Process for an IPO

106

(6)

Coordinating PR and IR Efforts

106

(1)

The Business Plan

107

(1)

The Objectives and Strategy

108

(1)

The Pre-Registration Phase

108

(3)

The Registration Phase

111

(1)

The IR Professional's Role in the IPO

112

(2)

Managing an Ongoing IR Program

114

(4)

The Annual Report and Shareholders' Meeting

115

(1)

Monitoring the IR Program

116

(2)

Summary

118

(1)

References

119

(1)

8 Employee Relations: The Power Inside

120

(16)

All in the Family

121

(1)

New Century, Same Old Communications

122

(1)

Turning Employees into Company Advocates

123

(1)

Management Commitment: Where Effective Programs Begin

124

(5)

Types of Media for Internal Communications

127

(2)

The Personal Touch and the Adult Approach

129

(4)

Effective and Efficient Communication Vehicles

130

(3)

Using Employee Input to Craft Successful Programs

133

(1)

Summary

134

(1)

References

135

(1)

9 Publicity: Imagination and Energy

136

(30)

Real Publicity: Substance and Goals

137

(1)

Hollywood: The Birthplace of Modern Publicity

138

(2)

The Importance of Publicity in Business Today

140

(1)

PR and Publicity Plans for Businesses Large and Small

141

(3)

Aligning Tactics, Message, and Media

142

(1)

The Role of the Publicist

143

(1)

PR Professionals and the Media

144

(1)

Basic Publicity Tools

145

(12)

The Press Release

145

(8)

The Press Kit

153

(2)

Backgrounders and Fact Sheets

155

(1)

Bios and Profiles

155

(1)

Photographs

156

(1)

The Strategy

157

(5)

The Internet

162

(3)

Summary

165

(1)

10 Choosing a PR Agency

166

(13)

Determining the Organization's PR Needs

167

(2)

The Case for Hiring an Agency

169

(1)

The Agency Search

169

(9)

The Agency Profile

172

(1)

Qualifying Prospective Agencies

172

(1)

Creating a Qualifying Questionnaire

173

(1)

The Request for Proposal (RFP)

174

(1)

Presentations and Meetings

175

(1)

The Moment of Truth (or, at least Choice)

176

(2)

Summary

178

(1)

11 Public Relations and the Media

179

(26)

The Importance of the Media

180

(1)

Media Alternatives

181

(2)

Using Media Options

183

(1)

The Media List and the Media Plan

184

(4)

Cultivating and Maintaining Strong Media Relations

188

(1)

More Mediums, More PR Choices

189

(15)

Newspapers in Public Relations Programs

190

(1)

Magazines and the Internet in PR Programs

191

(3)

E-Mail Communications in PR

194

(1)

Television in PR Programs

195

(7)

Radio in PR programs

202

(2)

Summary

204

(1)

References

204

(1)

12 For the Good of the Cause: PR and Social Responsibility

205

(16)

Doing Well by Doing Good

206

(2)

The Benefits of Social Responsibility

208

(1)

The Dangers of Cause Marketing

209

(5)

Matching the Company and the Cause

210

(4)

Branding Cause Marketing Programs

214

(3)

Making the Program Work

217

(3)

Summary

220

(1)

13 Public Relations, Ethics, and the Culture of the Times

221

(22)

The Good, the Bad, the Unethical

222

(3)

New Ethics for a New Age

225

(3)

Dodging Responsibility: A Newly Accepted Practice

228

(5)

The Cultural Context of the New Ethics

233

(3)

Cultural Phenomena or Facts of Life?

234

(2)

Ethics and Interpretation

236

(3)

Bolstering Image and Reputation in Today's Environment

239

(2)

Summary

241

(1)

References

242

(1)

14 Strictly Speaking: Speechwriting, Speakers, Public Relations and the Pen

243

(17)

Factors to Consider in Speech Preparation

244

(4)

Steps to Assure Success

245

(3)

The Role of the Speechwriter

248

(4)

Using the Speech to Generate PR Opportunities

252

(1)

Speechwriting Misconceptions and Missteps

253

(6)

Summary

259

(1)

15 Crisis Management and PR

260

(11)

Preparing for Disaster

261

(2)

Ineffective Approaches to Crisis Management

263

(1)

Creating a Plan for an Uneven Playing Field

264

(5)

The Three Stages of Crisis Management

266

(3)

Other Benefits of Crisis Management

269

(1)

Summary

270

(1)

16 Measuring the Effectiveness of Public Relations

271

(18)

The Role of Research

272

(3)

The Problems with PR Research and Measurement

275

(6)

Reading the Tea Leaves-and the Reports

281

(1)

The Importance of Defining Objectives

281

(2)

Clipping and Taping and Technology

283

(1)

Internal Communications

283

(2)

Measuring Failure

285

(2)

Summary

287

(1)

References

287

(2)

PART II Public Relations Portfolio

289

(85)

Public Relations in Product Turnaround and a New Product Introduction: OAG

292

(2)

Communicating a Vision through Speeches, Ads, and Other Vehicles: AARP

294

(13)

Introduction

294

(1)

2011 in America: A New Vision

295

(3)

A New Vision

298

(9)

Developing an International Communications Strategy: Matha MacDonald

307

(1)

Strategic Organization: Matha MacDonald

308

(12)

Creating the Big Event: Palmer House Hilton

320

(5)

News Releases

322

(1)

Media Advisory

323

(2)

Press Releases and the Feature Articles They Generate: Town & Country Homes

325

(9)

Pitch Letters

334

(8)

Krusinski Construction

334

(3)

Continental Air Transport

337

(3)

Georgette Klinger Salon and the Signature Room

340

(2)

Media Calendar: Turano Bakery

342

(2)

Stone Tunnel Oven Introduction

342

(1)

Promotional Calendar-2003

343

(1)

Media Alert/Calendar: Columbus Foods Product Line Introduction

344

(3)

Product Line Promotion

344

(1)

2002-'03 Public Relations Planning Calendar

344

(3)

Code of Public Relations Professionalism: Cole Webber (Pembroke Resources)

347

(13)

Strategic Management: Smock-Sterling

360

(1)

Profile: Industry Authorities

360

(1)

Smock-Sterling

361

(1)

Strategic Management Consultants

361

(1)

Branding

362

(6)

What Works, What Doesn't

363

(5)

Sample Newsletters

368

(6)

Postscript

374

(3)

Bibliography

377

(2)

Index

379

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Public Relations

Summary

Table of Contents

Supplemental Materials