We use cookies to provide essential features and services. By using our website you agree to our use of cookies .

×

COVID-19 Response at Fishpond

Read what we're doing...

Public Relations Campaigns
By

Rating

Product Description
Product Details

Table of Contents

FOREWORD PREFACE WHY INTEGRATED CAMPAIGNS? WHY NOW? ORGANIZATION OF THE BOOK ACKNOWLEDGMENTS ABOUT THE AUTHORS INTRODUCTION: Campaigns in the Professional Public Relations Context PUBLIC RELATIONS THEORIES AND PRINCIPLES Excellence Theory Systems Theory Diffusion Theory Framing Theory Agenda Setting & Agenda Building Theories Situational Crisis Communication Theory Two-step Flow Model MODELS OF PUBLIC RELATIONS PRACTICE Press Agentry Public Information Two-way Asymmetrical Two-way Symmetrical PUBLIC RELATIONS PLANNING MODELS R-A-C-E, R-O-P-E, or R-O-S-I-E ROSTIR: Research, Objectives, Strategies, Tactics, Implementation & Reporting Communication Goals PULLING IT ALL TOGETHER THINK CRITICALLY KEY TERMS CONCEPT CASE: EQUALITY TODAY CHAPTER 1: Introduction to Integrated Campaigns A NEED FOR NEW PUBLIC RELATIONS PLANNING MODELS Emerging Models THE SIX STEPS OF ROSTIR THE VALUE OF PUBLIC RELATIONS PLANNING MODELS CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: INTRODUCING EQUALITY TODAY CASE STUDY: "SEIZE THE HOLIDAYS" WITH KRUSTEAZ: A VIRTUAL BAKING EVENT Research/Diagnosis Objectives Strategies Tactics Earned Shared Owned Implementation Reporting/Evaluating Theories Models CHAPTER 2: Strategic Communication Campaign Fundamentals WHY WE PLAN ELEMENTS OF A STRATEGIC PLAN Research, Diagnosis, and Goal Setting Objectives Strategies Tactics Implementation Reporting/Evaluation Budget PUTTING IT ALL TOGETHER CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: MISSION-DRIVEN PLANNING FOR EQUALITY TODAY CASE STUDY: OSCAR MAYER'S WAKEY, WAKEY, EGGS AND BAKEY! Research/Diagnosis Objectives Strategies Target Audience Tactics Owned Shared Earned Implementation Reporting/Evaluation Theories CHAPTER 3: Understanding PESO WHAT IS PESO? Paid Media Earned Media Shared Media Owned Media WHEN SHOULD EACH OF THE PESO CHANNELS BE USED? Campaigns in Action Paid Media Earned Media Shared Media Owned Media CONTINUOUS INTEGRATION CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: EQUALITY TODAY'S CHANNEL, PARTNER, AND MEASUREMENT BRAINSTORMING CASE STUDY: THE PROUD WHOPPER- BE YOUR WAY CAMPAIGN PESO Model Owned Shared Earned Paid Theories CHAPTER 4: Research, Part 1: Diagnosis and Developmental Research DEVELOPMENTAL RESEARCH: DIAGNOSING THE PROBLEM AND/OR OPPORTUNITY RESEARCHING AND MEASURING THE PROBLEM/OPPORTUNITY RESEARCH TERMINOLOGY AND TECHNIQUES Data Qualitative and Quantitative Research Secondary and Primary Research Validity CONDUCTING RESEARCH Secondary Research Case Studies Government Data Scholarly Research Think Tank/Nonprofit Reports Trade Association Research Primary Research Polling and Surveys: Opinion and Awareness Content Analysis Competitor Analysis Experimental Research Interviews Focus Groups CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: RESEARCH FOR ISSUE PRIORITIZATION AT EQUALITY TODAY CASE STUDY: HALLMARK ITTY BITTYS STEAL THE SPOTLIGHT Research/Diagnosis Primary Research: Getting to Know the Consumer Objectives Strategy Implementation Tactics Paid Earned Shared Reporting/Evaluation Theories CHAPTER 5: Research, Part 2: Goals UNDERSTANDING YOUR ORGANIZATION AND ITS GOALS THE GOAL-SETTING PROCESS Seeking the Impact Role for Communication Defining the Scope Selecting Audiences for Outreach Defining the Desired Change Prioritizing Budgets and Resources WRITING GOALS Types of Goals Context: Mission versus Situation Visionary Goals, Concrete Objectives GOAL-SETTING CHALLENGES Working with Organizational Decision Makers Prompting More Research CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: EQUALITY TODAY SETS COMMUNICATION GOALS CASE STUDY: #WEIGHTHIS-REDEFINING SELF-WORTH FROM LEAN CUISINE Research/Diagnosis Objectives Strategy Tactics Paid Earned Shared Owned Implementation Reporting/Evaluation Theories and Models CHAPTER 6: Objectives WHAT MAKES HIGH-VALUE OBJECTIVES? MANAGEMENT BY OBJECTIVES Types of Objectives Writing S.M.A.R.T. Objectives Specific Measurable Attainable Relevant Time-Bound Additional Objective Frameworks CONNECTING OBJECTIVES TO KEY INTERNAL AUDIENCES Do Your Objectives Make Organizational Decision Makers Excited? Proving Relevance: Will Completing Your Objectives Drive Positive Change? Are You Connecting Short- and Long-Term Objectives? CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: SETTING OBJECTIVES FOR EQUALITY TODAY CASE STUDY: COOKIE CARE DELIVERS SWEET RESULTS FOR DOUBLETREE BY HILTON Research/Diagnosis Objectives Strategy Tactics Paid Shared Owned Reporting/Evaluation Theories CHAPTER 7: Strategies CHOOSING YOUR CHANNELS: THE PESO MODEL The Model Paid Earned Shared Owned HOW THE MODEL OVERLAPS How to Build an Integrated Campaign Strategy around PESO THE RIGHT APPROACH FOR YOUR AUDIENCE(S) Demographics Geography Psychographics Activity/Interest Influence Channel Consumption LEVERAGING YOUR ORGANIZATION'S STRENGTHS AND RESOURCES Subject Matter Expertise Imagery/Visuals Dynamic Presenters/Personalities Data Organizational Vision or Narrative History/Institutional Authority THE COMPETITIVE LANDSCAPE Understand Competitors and External Challenges Avoid What Everyone Else Is Already Doing CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: CHANNEL SELECTION FOR EQUALITY TODAY CASE STUDY: MASTERCARD BITES INTO APPLE PAY Research/Diagnosis Objective Strategy Tactics Earned & Paid Owned Shared & Owned Paid, Earned, Shared & Owned Implementation Reporting/Evaluation Cut through the Chatter Lead the Conversation on Contactless Security Drive MasterCard Sign-ups on Apple Pay Theories CHAPTER 8: Tactics TACTICAL APPROACHES Paid Media Timing Budget Messaging Content Creation Advertising Advertorial Content Earned Media Timing Budget Messaging Content Creation Media Relations Shared Media Timing Budget Messaging Content Creation Owned Media Timing Budget Messaging Content Creation Website Content Management Marketing Publications CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: TACTICAL CHOICES FOR EQUALITY TODAY CASE STUDY: CINNAMILK BY GENERAL MILLS Campaign Focus: Promotional Research/Diagnosis Objective Strategy Tactics Paid & Owned Earned Shared Implementation Reporting/Evaluation Theories Model CHAPTER 9: Implementation KEY SKILLS FOR IMPLEMENTING PR CAMPAIGNS Project Management Basics Budgeting Dividing Tasks among a Team Creating Timelines and Deadlines Setting Clear Expectations and Ensuring Clear Communication Working with Non-PR People Working with the Media Self-awareness and Self-evaluation Persistence and Perseverance PREPARING FOR CHANGE CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: EQUALITY TODAY MEETS UNEXPECTED OBSTACLES CASE STUDY: MISSING TYPE-U.K.'S NATIONAL HEALTH SERVICE Research and Diagnosis Objectives Strategy Tactics Earned Shared Owned Implementation Reporting/Evaluation Theories Model CHAPTER 10: Reporting and Evaluation EVALUATING YOUR CAMPAIGN Media Evaluation Digital Evaluation Metrics and Approaches Turning Evaluation into Improvement REPORTING ON YOUR CAMPAIGN Objective-driven Reporting Prioritization: What Information Is Most Important for the Reader? Format: How Should Your Information Be Best Presented to Your Audience? PESO: SPECIAL REPORTING CONSIDERATIONS Paid Media Earned Media Shared Media Owned Media Integrated Reporting CONCLUSION THINK CRITICALLY KEY TERMS CONCEPT CASE: REPORTING RESULTS-EQUALITY TODAY'S ANNUAL MEETING CASE STUDY: CANS GET YOU COOKING Research/Diagnosis Developmental Research and Insights Objectives Strategies Tactics Paid Earned Shared Owned Implementation Reporting/Evaluation Theories CHAPTER 11: Formulating an Integrated Campaign-Case Studies PRODUCT MARKETING Brewing Inspiration to Engage Coffee Fans Research/Diagnosis Objectives Strategies Tactics Shared Paid + Shared Owned Paid + Owned + Shared Earned + Shared Owned + Shared Implementation Reporting/Evaluation Earned Shared Theories Model ACTIVISM One for All: Mississippians' Fight for a New Flag Research/Diagnosis Objectives Strategy Tactics Earned + Owned Shared Owned Implementation Reporting Theories Model ENGAGEMENT Appreciating Mom; World's Toughest Job-American Greetings Research/Diagnosis Objectives Strategies Tactics Shared + Owned Implementation Reporting/Evaluation Earned Shared Owned Theories Model CRISIS COMMUNICATION Harambe's Last Day at the Cincinnati Zoo and Botanical Garden Research/Diagnosis Objectives Strategies Tactics Owned Earned Shared Implementation Reporting/Evaluation Theories Model GLOBAL AND MULTICULTURAL UNICEF: Toys in Mourning Research/Diagnosis Objectives Strategies Tactics Earned + Shared + Owned Implementation Reporting/Evaluation Theories Model Teens 4 Pink: Sisters Network and Eisai Inc. with Shared Voice Public Relations Research/Diagnosis Objectives Strategy Tactics Earned Shared Owned Implementation Reporting/Evaluation Theories Model INTERNAL COMMUNICATION AND EMPLOYEE RELATIONS Responding to "Ferguson": From Tragedy to Positive Change Research/Diagnosis Objectives Strategies Tactics and Implementation Earned + Shared Owned Reporting Theories Model HP Global Wellness Challenge Research/Diagnosis Objectives Strategies Tactics Owned & Shared Implementation Challenges during Implementation Reporting/Evaluation Theories Model APPENDIX GLOSSARY REFERENCES INDEX

About the Author

Regina M. Luttrell, PhD, is currently an assistant professor of Public Relations and Social Media and director of the graduate program in Public Relations at the S.I. Newhouse School of Public Communications at Syracuse University. A contributor to PR Tactics and PR News, as well as peer reviewed journals, she is a noted speaker where she frequently presents at national and international con ferences and business events on topics related to the current social media revolution, the impact of artificial intelligence on news and society, the ongoing public relations evolution, and Millennials/GenerationZ within the classroom and workplace. She is the (co)author of the following books: Social Media: How to Engage, Share, and Connect; The Millennial Mindset: Unraveling Fact from Fiction; Brew Your Business: The Ultimate Craft Beer Playbook; The PR Agency Handbook; and A Practical Guide to Ethics in Public Relations. Prior to entering the educational field, she spent the first portion of her career in corporate public relations and marketing. Her extensive background includes strategic development and implementation of public relations and social media, advertising, marketing, and corporate communications. She has led multiple rebrand ing campaigns, designed numerous websites, managed high-level crisis situations, and garnered media coverage that included hits with the New York Times, the CBS Evening News, and the Associated Press. Luke W. Capizzo is a PhD candidate and instructor in the Department of Communica tion at the University of Maryland, specializing in public relations. He is the coauthor (with Regina Luttrell) of The PR Agency Handbook. His research interests include global public relations, civil society, financial communication, and public relations education. Before coming to the University of Maryland, he practiced public relations for eight years with a focus on media relations in the financial services, commercial real estate, manufacturing, retail, and technology industries, serving in both agency and in-house roles. Working with a wide variety of clients-from the Fortune 500 to small businesses and nonprofits-he garnered media coverage in top national outlets and trade publica tions, secured and prepared clients for national cable news interviews, and led projects to improve agency-wide media training, staff on-boarding, and client evaluation and reporting metrics. He has earned the APR (Accreditation in Public Relations) designa tion through the Public Relations Society of America.

Reviews

"An easy to read textbook that will inspire public relations students and provide them with the principles and tools to understand the profession and succeed in their careers."

-- Chike Anyaegbunam

"A great book on campaign planning with outstanding theoretical models that students will find useful. A textbook students will want to keep as a reference."

-- Gary Ford

"Thorough, well written with a modern common sense approach to teaching students all of the components of a public relations campaign."

-- Donald Girard

"A concise textbook with good media-focused strategies and tactics."

-- Minjeong Kang

"A good basic campaigns text that explores all facets of public relations campaigns."

-- Nicki L. Bourdeaux

"A different approach for a campaign class that is worth thinking about and utilizing. The ROSTIR method accompanied by the PESO overlay is a great approach to breaking down an overwhelming campaign."

-- Nancy Kerr

"It's a new, helpful approach to thinking about campaigns. It offers more depth in its PESO model."

-- Donna Downs

"A useful text for helping students understand the public relations planning process from an integrated marketing communication perspective."

-- Jennie Donohue

Ask a Question About this Product More...
Write your question below:
Look for similar items by category
People also searched for
Item ships from and is sold by Fishpond World Ltd.
Back to top