Developing the Public Relations Campaign : A Team-Based Approach

by Bobbitt, Randy; Sullivan, Ruth

• ISBN13: 9780205359240
• ISBN10: 0205359248
• Format: Paperback
• Copyright: 2005-01-01
• Publisher: Allyn & Bacon

Summary

Developing the Public Relations Campaign takes a simple, easy-to-follow approach that helps students develop a public relations campaign in a service-learning environment.

This text is designed for courses that use a team project approach rather than a traditional lecture/note-taking model. It introduces a three-step process—the PIE chart—that more accurately describes the campaign development process used in the real world than the traditional RACE formula. Its practical approach, with exercises and case studies in every chapter, will guide students through the development of their own public relations campaigns.

Features

Uses a service-learning approach that exposes students to worthy community causes and fits into most schools' existing service-learning programs.

Emphasizes the team project approach (compatible with the competitive agency model as well as other forms of team projects) helping students learn how to work in teams in class as well as in the real-world.

Offers one or more case studies per chapter, helping students learn from real-world examples.

About the Authors

Randy Bobbitt is an assistant professor at the University of North Carolina-Wilmington, where he directs the public relations program within the Department of Communication Studies. Prior to going to UNCW, he taught at Marshall University and the University of South Florida. He holds a PhD from Bowling Green State University.

Ruth Sullivan is an assistant professor at the W. Page Pitt School of Journalism and Mass Communication at Marshall University, where she teaches courses in print journalism and public relations. Professor Sullivan has received several awards for her work, including two First Place National Federation of Press Women National Awards and a Public Relations Society of America Crystal Award for internal communications in 2000.

Table of Contents

Background

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

Glossary of Terms

Trends and Issues: Flack, Hype, and Spin

Case Study 1-A: PRSSA's J. Carroll Bateman Competition

Case Study 1-B: The National Anthem, Body Shampoo, and Cigarette Butts

Assignment 1: Skills Assessment

Applying Theory to Public Relations Campaigns

What is a Theory?

Grunig and Hunt Models for Public Relations Practice

Theories From Mass Communications

Theories From Education and Psychology Generalizations About Persuasion and Opinion Change

Decision-Making Models

Glossary of Terms

Trends and Issues: Barriers to Communication

Case Study 2: Public Opinion Theory and the Health Care Debate

Assignment 2: Apply Theory to the Team Project

The Public Relations Process

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

Glossary of Terms

Trends and Issues: Communicating in a Crisis

Case Study 3: The Three-Step Process and the Gainesville Murders

Assignment 3: Project Timetable

Planning: Background Research

Preliminary Fact-Finding

Identifying Priority Audiences

Proposed Primary Research Methods and Research Objectives

Writing the Background Research Summary

Glossary of Terms

Trends and Issues: Sources for Background Research

Case Study 4: Values and Lifestyles: The Eight Types of Americans

Assignment 4: Conducting and Processing Background Research

Planning: Primary Research

Primary Research Methods

Qualitative Research Quantitative Research.

Table of Contents provided by Publisher. All Rights Reserved.