Developing the Public Relations Campaign: A Team-Based Approach / Edition 2

by Randy Bobbitt, Ruth Sullivan

Overview

Developing the Public Relations Campaign: A Team-Based Approach , 2/E

Randy Bobbitt, University of West Florida

Ruth Sullivan, Marshall University

Developing the Public Relations Campaign takes you step-by-step through the process of developing a successful public relations campaign. This text is designed for courses that use a team project approach rather than a traditional lecture/note-taking model.

This text introduces a three-step process of planning, implementation, and evaluation that accurately describes the campaign development process used in the real world. Practical exercises and case studies in every chapter guide you through the development of your own public relations campaigns.

Features of the New Edition:

• Emphasizes the team project approach — compatible with the competitive agency model as well as other forms of team projects — to further your skills in group work and reflect the reality of the practice.
• Uses a practical, service-learning approach to bring the real worldinto the classroom and give you real, applicable experience.
• Addresses interactive media in a new chapter, ensuring you become familiar with the most current methods for conducting public relations campaigns, including the Internet, podcasting, and social media.
• Includes a sample campaign, “Tracking the Case: College Students and Credit Card Debt” to clearly illustrate concepts discussed throughout the text.
• Offers at least one case study per chapter, including salient issues such as Hurricane Katrina, the 2006 Duke Lacrosse case, the movie “We Are Marshall,” and the 2007 tragedy at Virginia Tech.

Product Details

ISBN-13:	9780205569908
Publisher:	Pearson
Publication date:	07/17/2008
Edition description:	Older Edition
Pages:	270
Product dimensions:	6.80(w) x 9.10(h) x 0.70(d)

Table of Contents

About the Authors

Preface

PART ONE: BACKGROUND

CHAPTER 1: Public Relations and Persuasion

Defining Public Relations

A Brief History of Public Relations

The Nature of Persuasion

Characteristics of Legitimate Public Relations Campaigns

Types of Persuasive Campaigns

Service Learning and Student Projects

Trends and Issues: Flack, Hype, and Spin

Case Study 1-A: Johnson and Johnson’s

Campaign for Nursing’s Future

Chapter 1 Discussion Questions

Glossary of Terms

PART TWO: THE 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: Communicating in a Crisis

Case Study 2: When Crisis Strikes Campus:

The Three-Step Process at Work

Chapter 2 Discussion Questions

Glossary of Terms

CHAPTER 3: Planning: Background Research

Preliminary Fact-Finding

Identifying Priority Audiences

Proposed Primary Research Methods and Research Objectives

Writing the Background Research Summary

Trends and Issues: Lifestyle Trends for the 21^st Century

Case Study 3: Values and Lifestyles: The Eight Types of Americans

Tracking the Case: Conducting and Processing Background Research

Chapter 3 Discussion Questions

Glossary of Terms

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 4-A: Lawyers Use Focus Groups to Design Trial Strategies

Case Study 4-B: Field Observation and the Science of Shopping

Case Study 4-C: How to Lie With Statistics

Tracking the Case: Conducting and Processing Primary Research

Chapter 4 Discussion Questions

Glossary of Terms

CHAPTER 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies

Goals and Objectives

Messages and Themes

Channels and Strategies

Generalizations About Traditional 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: Goals and Objectives, Messages and Themes, Strategies and Channels

Chapter 5 Discussion Questions

Glossary of Terms

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: Choosing Media Tactics

Chapter 6 Discussion Questions

Glossary of Terms

CHAPTER 7: Implementation: Interactive Media Channels

Electronic Mail

The World Wide Web

Social Media

The Blogosphere

Monitoring Cyberspace

Trends and Issues: Writing for the Cyberspace Audience

Case Study 7: We Are Marshall

Tracking the Case: Interactive Media Channels

Chapter 7 Discussion Questions

Glossary of Terms

CHAPTER 8: Implementation: Non-media Channels

Events

Social Responsibility and Philanthropy Programs

Internal and Employee Communications

Investor Relations Materials

Marketing Activities

In-Person Communication

Inserts and Enclosures

Miscellaneous Tactics

Glossary of Terms

Trends and Issues: Tips for the Newsletter Editor

Case Study 8-A: Prudential’s Global Volunteer Day

Case Study 8-B: Hobet Mining Promotes Community Relations Through Local Schools

Tracking the Case: Choosing Non-Media Tactics

Chapter 8 Discussion Questions

Glossary of Terms

CHAPTER 9: Implementation: Logistics

Staffing

Budgeting

Timing

Glossary of Terms

Trends and Issues: Working With Volunteers

Case Study 9: Memorial Events Help a University Deal With Tragedy

Tracking the Case: Logistical Details

Chapter 9 Discussion Questions

Glossary of Terms

CHAPTER 10: Evaluation

The Importance of Evaluation

The Difficulty of Evaluation

The Evaluation Process

Ongoing Evaluation

Summative Evaluation

Formative Evaluation

Glossary of Terms

Trends and Issues: With No Fear of Failure

Case Study 10-A: Evaluative Research and the Travel and Hospitality Industry

Case Study 10-B: Selling the Lottery in the Bible Belt

Tracking the Case: Proposed Evaluation Plan

Chapter 10 Discussion Questions

Glossary of Terms

PART THREE: PROFESSIONAL RESPONSIBILITY

CHAPTER 11: Legal Considerations

Individual Responsibility in Public Relations

Public Relations and the First Amendment

Funding of Government Communication Activities

Public Relations Representatives as Lobbyists

Legal Problems in Investor Relations

Public Relations Materials and Libel Law

Appropriation

Intellectual Property

Relationships with Clients

Truth in Advertising

Contests and Competitions

Trends and Issues: Public Relations on Trial

Case Study 11: Free Speech and Selling Shoes

Chapter 11 Discussion Questions

Glossary of Terms

CHAPTER 12: Ethical Considerations

General Principles

What Professional Associations Say About Ethics

What the Experts Say

Public Relations Agencies and Unethical Practices

A Condensed Version of the Professional Codes

Glossary of Terms

Trends and Issues: Hacks vs. Flacks

Case Study 12-A: Hill and Knowlton and the United States Catholic Conference

Case Study 12-B: The Wall Street Scandals

That Changed America

Case Study 12-C: Another Black Eye for FEMA

Chapter 12 Discussion Questions

Ethical Dilemma 1: The Golf Weekend

Ethical Dilemma 2: Focus Groups and Date Rape

Ethical Dilemma 3: Big Problems in Brookwood

Ethical Dilemma 4: Get Your Can to the Game

Glossary of Terms

CHAPTER 13: 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

Glossary of Terms

Trends and Issues: Women in Public Relations

Case Study 13-A: NAACP and the Television Networks

Case Study 13-B: Ladies Need Not Apply

Case Study 13-C: Watch Your Language!

Chapter 13 Discussion Questions

Glossary of Terms

APPENDICES

Appendix A: Sources/For Further Reading

Appendix B: Internet Resources for Public Relations