Developing the Public Relations Campaign: A Team-Based Approach

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Developing the Public Relations Campaign: A Team-Based Approach

by Randy Bobbitt, Ruth Sullivan

Pearson Education | June 2, 2004 | Trade Paperback |

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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.

Format: Trade Paperback

Dimensions: 304 Pages, 6.69 × 9.06 × 0.39 in

Published: June 2, 2004

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0205359248

ISBN - 13: 9780205359240

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Developing the Public Relations Campaign: A Team-Based Approach

Developing the Public Relations Campaign: A Team-Based Approach

by Randy Bobbitt, Ruth Sullivan

Format: Trade Paperback

Dimensions: 304 Pages, 6.69 × 9.06 × 0.39 in

Published: June 2, 2004

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0205359248

ISBN - 13: 9780205359240

Table of Contents

Each chapter concludes with “Discussion Questions.” I. BACKGROUND. 1. 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. 2. 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. II. THE PUBLIC RELATIONS PROCESS. 3. 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 4. Planning: Background Research. Preliminary Fact-Finding. Identifying Priority Audiences. Proposed Prima
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From the Publisher

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.

From the Jacket

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.

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