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