Strategic Program Planning for Effective Public Relations Campaigns

by Wilson, Laurie J

• ISBN13: 9780757512087
• ISBN10: 0757512089
• Edition: 4
• Format: Nonspecific Binding
• Copyright: 2004-08-26
• Publisher: Kendall-Hunt

Table of Contents

Acknowledgements	viii
About the Authors	x
Preface	xii
Community and the Relationship-Building Approach to Communications	1	(18)
What does it mean to be a strategic function?	4	(1)
The development of communications and public relations functions in business	5	(2)
The synthesis of strategic planning and relationship building	7	(1)
Societal trends affecting business, communications and public relations	7	(2)
Building relationships with publics	9	(2)
The Strategic Communications Planning Matrix	11	(4)
Summary	15	(1)
Exercises	16	(3)
Public Information and Persuasive Communication	19	(24)
Behavior: the ultimate objective	20	(2)
What is public opinion?	22	(1)
Opinion formation	23	(2)
The phenomenon of perception	25	(2)
Attitudes, values and beliefs	27	(2)
Measuring public opinion	29	(2)
Methods of Persuasion	31	(5)
Persuasive appeals	34	(2)
The Ethics of Persuasion	36	(3)
Summary	39	(1)
Exercises	40	(3)
Communication Research Methods	43	(20)
The role of research in communication	44	(1)
Research methods and the diversity of tools	45	(2)
Secondary Research	47	(4)
Organizational research	47	(1)
Internet and library research	48	(1)
External organizations	49	(1)
Media research	50	(1)
Primary Research	51	(9)
Focus groups	51	(3)
Copy and product testing	54	(1)
Psychographic studies	54	(1)
Survey research and opinion sampling	55	(5)
Summary	60	(1)
Exercises	61	(2)
Using Research for Effective Communications Planning	63	(32)
Background	67	(3)
Situation analysis	70	(1)
Core problem or opportunity	71	(1)
Summary	71	(2)
Exercises	73	(1)
Teaching Case	74	(21)
Setting Goals and Objectives	95	(16)
The matrix approach to planning	96	(3)
Establishing the goal	99	(3)
Identifying objectives to accomplish the goal	102	(5)
Summary	107	(1)
Exercises	108	(1)
Teaching Case	109	(2)
Key Publics and Message Design	111	(26)
Determining Key Publics	114	(10)
Identifying self-interests	119	(1)
Identifying opinion leaders and influentials	120	(3)
Assessing relationships	123	(1)
Designing Message Strategies	124	(3)
Summary	127	(1)
Exercises	128	(1)
Teaching Case	129	(8)
Designing Strategies and Tactics to Send Messages	137	(40)
A word on creativity	139	(6)
Designing Strategies and Choosing Appropriate Channels	145	(6)
Brainstorming alternative channels and related tactics	148	(3)
Tactics for Communication and Action	151	(12)
Highly personal and interactive	156	(1)
Segmented and moderately interactive	157	(1)
Mass-produced mass media	158	(3)
Other considerations in selecting communication tools and devising tactics	161	(2)
Developing Individual Tactics	163	(6)
Copy outlines	164	(3)
Product pages	167	(2)
Summary	169	(1)
Exercises	170	(1)
Teaching Case	171	(6)
Calendaring and Budgeting	177	(12)
Calendaring	178	(3)
Budgeting	181	(1)
Summary	182	(1)
Exercises	183	(1)
Teaching Case	184	(5)
Implementation and Communications Management	189	(8)
Managing by calendar	190	(1)
Managing by communication confirmation table	190	(2)
Ongoing monitoring and feedback	192	(1)
Summary	193	(1)
Exercises	193	(1)
Teaching Case	194	(3)
Effective Communications Measurement and Evaluation	197	(12)
Evaluation models	198	(2)
Evaluation criteria	200	(2)
Evaluation tools	202	(1)
Calendaring and budgeting the evaluation	203	(1)
Summary	203	(2)
Exercises	205	(1)
Teaching Case	206	(3)
Executive Summaries and Business Presentations	209	(10)
Executive summaries	211	(1)
Business or client presentations	212	(1)
Using presentation technology	213	(1)
Summary	214	(2)
Exercises	216	(3)
Ethics and Professionalism	219	(20)
Ethics	220	(8)
Organizational ethics	221	(1)
Codes of ethics and professional standards	222	(2)
Personal ethics and decision making	224	(4)
Characteristics of Professionalism	228	(3)
Personal and professional development	229	(1)
Work habits and job performance	230	(1)
Personal conduct	230	(1)
Human relations	230	(1)
Embracing Diversity	231	(5)
Summary	236	(1)
Exercises	237	(2)
Appendix A: Teaching case	239	(38)
Appendix B: Copy outlines	277	(22)
Appendix C: Professional codes of ethics	299	(16)
Glossary of Terms	315	(6)
Index	321