A Manager's Guide To PR Projects:... | Buy

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

1

(8)

Defining public relations

2

(1)

Using this book

3

(1)

Defining Management

3

(1)

Defining ``projects''

4

(1)

Public relations process: A few details

4

(3)

Onward!

7

(2)

The Research Phase

9

(12)

An everyday process

10

(1)

What research can accomplish

11

(1)

Problem or opportunity?

12

(1)

How research is done

13

(1)

The communication audit

14

(1)

Characterizing relationships with publics

15

(1)

Analyzing the information

16

(3)

Using the worksheets

19

(2)

Data Table

Problem & Opportunity Analysis

Data Analysis Checklist

The Planning Phase

21

(10)

The plan

22

(1)

Defining publics

22

(2)

Constructing objectives

24

(2)

Relationship objectives

26

(1)

Considering processes

27

(1)

Keying objectives to publics

27

(1)

Developing messages

28

(1)

Choosing public relations vehicles

28

(1)

Rationales for channels and strategies

29

(1)

Using the worksheets

30

(1)

Identification & Categorization of Publics

Checklist for Outcome Objectives

Public Relations Planning Worksheet

Managing Implementation

31

(12)

Revisiting management definitions

32

(1)

The historical context

33

(1)

Management and leadership

33

(1)

Budgets as management tools

34

(2)

Deadlines and time management

36

(2)

Controlling quality along the way

38

(2)

People: Working with and through

40

(1)

Using the worksheets

41

(2)

Budgeting Worksheet

Time Management

Quality Control Checklist

Evaluation

43

(8)

A practical definition

44

(1)

Why evaluate?

44

(1)

What we evaluate

45

(3)

Evaluating relationships

48

(1)

The ``benchmark''

49

(1)

Using the worksheets

50

(1)

Media Monitoring Tracking Sheet

Resources

51

(5)

Public Relations Plan: Sample Format

56

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