The Public Relations Practitioner's Playbook: A Synergized Approach to Effective Two-Way Communication

by Litwin, M. Larry

• ISBN13: 9780757504976
• ISBN10: 0757504973
• Edition: CD
• Format: Paperback
• Copyright: 2003-07-01
• Publisher: Kendall Hunt Pub Co

Table of Contents

Foreword and Acknowledgements	xiii
Chapter 1 The Whole Works Better Than Any One of its Parts - Synergy	1	(12)
An Introduction
Double Bottom Line Theory
Objectives of Communicating
Three Ingredients of Successful PR
Business World Rules to Live By
Chapter 2 TEC (A Total Effort to Communicate) - Overview of a Successful Public Relations Program	13	(6)
Basic Planning Steps
Communicating with Older People
Activities Associated with Public Relations
Skills Possessed by Successful Practitioners
Chapter 3 Research Techniques Simplified - or - You Talk...We Listen	19	(16)
MAC Triad Plus
Demographics
The Basics of Conducting a Survey
Seven Survey Methods
Research-related Definitions
Chapter 4 Basic Public Relations Writing Techniques	35	(34)
Some Simple Rules
Rules Followed by the Best Writers
Helpful Hints for Broadcast Writing
Characteristics of an Effective Writer
Verb Checklist
Noun Checklist
News Releases
Media Advisories
Backgrounder
Features
Captions
Public Service Announcements
Letters to the Editor
Pitch Letters
Position papers
Annual Reports
Obituaries
Test Your Editing Skills
Chapter 5 Public Relations Budgeting	69	(8)
Helpful Budgeting Guidelines
Budget Approaches
Budgeting Terms
Chapter 6 You, Too, Can Conduct Successful Campaign	77	(10)
How-To-Do-It
The Campaign
Why Information Campaigns Fail
Questions to Answer Enroute to a Successful Campaign
Simplicity, Relevance, Repetition
Chapter 7 Media Relations	87	(12)
Recognizing Hard News
Establish a Policy
The News Conference
In-service for Reporters
When and How to Complain
DOs and DON'Ts When Dealing with Reporters
On and Off the Record
Getting Coverage in Print and On the Air
Fourteen Ways to Deal with the Media
Media Terms Every Practitioner Should Know
Chapter 8 Are You Overlooking Radio, TV, the Internet and NonBroadcast Video?	99	(22)
Advantages of Radio
Advantages of Television
Advantages of Cable
Advantages of the Internet
PR Opportunities in Radio, TV and the Internet
Broadcasting Vehicles
Getting on the Air
The Video News Release
Tips for Talking to the Electronic Media
DOs and DON'Ts for On-Camera Interview
Chapter 9 What Public Relations Practitioners Should Know About Advertising	121	(12)
Advertising vs. Public Relations
Marketing Mix
Public Relations Definitions
The 11 Basic Types of Advertising
Major Advertising Mechanisms or Techniques
Purchasing Media Space and Time
Chapter 10 Designing Effective Publications	133	(22)
Types of Publications
Copy-breaking Devices
Dollar Bill Test
Getting People to Read Your Publication
Working with Printers
Plan Before You Publish
Brochure Design and Production
Producing Annual Reports
Producing Newsletters
Specification Sheet for Printers
A Dozen Tips to Produce Top Publications
Author's Alterations
Printing Terms Every Practitioner Should Know
Chapter 11 Researching, Writing and Delivering Effective Speeches	155	(10)
Ingredients of a Successful Speech
Presenting the Speech
Hints from the Mayo Clinic
Speech Evaluation Form
Chapter 12 Being Ready for a Crisis	165	(20)
The Golden Hours
Knowing Your ABCs
Developing a Crisis Communication Plan
Phases of an Emergency
The Role of Public Relations in the Johnson & Johnson Tylenol Crisis
The Eight Ds of Crisis Communication
Considerations Your Single Spokesperson Must Keep in Mind
Emergency Management Kit
Dealing With the Media When a Crisis Strikes
The 10 Commandments of Crisis Communication
Chapter 13 Public Relations Potpourri - Other Public Relations Tools	185	(44)
Gunning Fog Index
Other Popular Indexes
Benchmarking
SWOT Analysis
Force Field Analysis
Seven Cs of Communication
Situation Analyses
Planning Charts
Key Communicators/Opinion Leaders
Special Events/Workshop Planner
Chapter 14 Public Relations Ethics and the Law	229	(12)
Ethics vs. Laws
Defamation
Copyright
Fair Use
Trademarks
Service Marks
New York Times vs. Sullivan
SEC vs. Pig "N" Whistle Corp.
Chapter 15 Public Relations Checklist of Skills	241	(4)
Index	245	(13)
What Students Say	258