Full Description
Public Relations Campaignsprocess of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help you develop practical skills for creating more effective PR campaigns. You are given multiple opportunities to practice and build your skills throughout the book by learning how to incorporate the PESO model-Paid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing.Key FeaturesThe book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of today's best practices in PR.Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns.Real-world information including sample PR plans with budgets prepare students for success in their future careers.
Contents
FOREWORDPREFACEWHY INTEGRATED CAMPAIGNS? WHY NOW?ACKNOWLEDGMENTSABOUT THE AUTHORSINTRODUCTION: Campaigns in the Professional Public Relations ContextPUBLIC RELATIONS THEORIES AND PRINCIPLESExcellence TheorySystems TheoryDiffusion TheoryFraming TheoryAgenda Setting & Agenda Building TheoriesSituational Crisis Communication TheoryTwo-step Flow ModelPress AgentryPublic InformationTwo-way AsymmetricalTwo-way SymmetricalPUBLIC RELATIONS PLANNING MODELSR-A-C-E, R-O-P-E, or R-O-S-I-EROSTIR: Research, Objectives, Strategies, Tactics,Implementation & ReportingCommunication GoalsTHINK CRITICALLYKEY TERMSCONCEPT CASE: EQUALITY TODAYCHAPTER 1: Introduction to Integrated CampaignsA NEED FOR NEW PUBLIC RELATIONS PLANNING MODELSEmerging ModelsCONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: INTRODUCING EQUALITY TODAYCASE STUDY: "SEIZE THE HOLIDAYS" WITH KRUSTEAZ: A VIRTUAL BAKING EVENTResearch/DiagnosisObjectivesStrategiesTacticsEarnedSharedOwnedImplementationReporting/EvaluatingTheoriesModelsCHAPTER 2: Strategic Communication Campaign FundamentalsELEMENTS OF A STRATEGIC PLANResearch, Diagnosis, and Goal SettingObjectivesStrategiesTacticsImplementationReporting/EvaluationBudgetCONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: MISSION-DRIVEN PLANNING FOR EQUALITY TODAYCASE STUDY: OSCAR MAYER'S WAKEY, WAKEY, EGGS AND BAKEY!Research/DiagnosisObjectivesStrategiesTarget AudienceTacticsOwnedSharedEarnedImplementationReporting/EvaluationTheoriesCHAPTER 3: Understanding PESOPaid MediaEarned MediaShared MediaOwned MediaCampaigns in ActionPaid MediaEarned MediaShared MediaOwned MediaCONTINUOUS INTEGRATIONCONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: EQUALITY TODAY'S CHANNEL, PARTNER, AND MEASUREMENT BRAINSTORMINGCASE STUDY: THE PROUD WHOPPER- BE YOUR WAY CAMPAIGNPESO ModelOwnedSharedEarnedPaidTheoriesCHAPTER 4: Research, Part 1: Diagnosis and Developmental ResearchDEVELOPMENTAL RESEARCH: DIAGNOSING THE PROBLEM AND/OR OPPORTUNITYRESEARCHING AND MEASURING THE PROBLEM/OPPORTUNITYRESEARCH TERMINOLOGY AND TECHNIQUESDataQualitative and Quantitative ResearchSecondary and Primary ResearchValidityCONDUCTING RESEARCHSecondary ResearchCase StudiesGovernment DataScholarly ResearchThink Tank/Nonprofit ReportsTrade Association ResearchPrimary ResearchPolling and Surveys: Opinion and AwarenessContent AnalysisCompetitor AnalysisExperimental ResearchInterviewsFocus GroupsCONCLUSIONTHINK CRITICALLYKEY TERMSCASE STUDY: HALLMARK ITTY BITTYS STEAL THE SPOTLIGHTResearch/DiagnosisPrimary Research: Getting to Know the ConsumerObjectivesStrategyImplementationTacticsPaidEarnedSharedReporting/EvaluationTheoriesCHAPTER 5: Research, Part 2: GoalsUNDERSTANDING YOUR ORGANIZATION AND ITS GOALSTHE GOAL-SETTING PROCESSSeeking the Impact Role for CommunicationDefining the ScopeSelecting Audiences for OutreachDefining the Desired ChangePrioritizing Budgets and ResourcesWRITING GOALSTypes of GoalsContext: Mission versus SituationVisionary Goals, Concrete ObjectivesGOAL-SETTING CHALLENGESWorking with Organizational Decision MakersPrompting More ResearchCONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: EQUALITY TODAY SETS COMMUNICATION GOALSCASE STUDY: #WEIGHTHIS-REDEFINING SELF-WORTH FROM LEAN CUISINEResearch/DiagnosisObjectivesStrategyTacticsPaidEarnedSharedOwnedImplementationReporting/EvaluationTheories and ModelsCHAPTER 6: ObjectivesWHAT MAKES HIGH-VALUE OBJECTIVES?Types of ObjectivesWriting S.M.A.R.T. ObjectivesSpecificMeasurableAttainableRelevantTime-BoundAdditional Objective FrameworksDo Your Objectives Make Organizational Decision Makers Excited?Proving Relevance: Will Completing Your Objectives Drive Positive Change?Are You Connecting Short- and Long-Term Objectives?CONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: SETTING OBJECTIVES FOR EQUALITY TODAYResearch/DiagnosisObjectivesStrategyTacticsPaidSharedOwnedReporting/EvaluationTheoriesCHAPTER 7: StrategiesCHOOSING YOUR CHANNELS: THE PESO MODELThe ModelPaidEarnedSharedOwnedHOW THE MODEL OVERLAPSHow to Build an Integrated Campaign Strategy around PESOTHE RIGHT APPROACH FOR YOUR AUDIENCE(S)DemographicsGeographyPsychographicsActivity/InterestInfluenceChannel ConsumptionLEVERAGING YOUR ORGANIZATION'S STRENGTHS AND RESOURCESSubject Matter ExpertiseImagery/VisualsDynamic Presenters/PersonalitiesDataOrganizational Vision or NarrativeHistory/Institutional AuthorityTHE COMPETITIVE LANDSCAPEUnderstand Competitors and External ChallengesAvoid What Everyone Else Is Already DoingCONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: CHANNEL SELECTION FOR EQUALITY TODAYCASE STUDY: MASTERCARD BITES INTO APPLE PAYResearch/DiagnosisObjectiveStrategyTacticsEarned & PaidOwnedShared & OwnedPaid, Earned, Shared & OwnedImplementationReporting/EvaluationCut through the ChatterLead the Conversation on Contactless SecurityDrive MasterCard Sign-ups on Apple PayTheoriesCHAPTER 8: TacticsTACTICAL APPROACHESPaid MediaTimingBudgetMessagingContent CreationAdvertisingAdvertorial ContentEarned MediaTimingBudgetMessagingContent CreationMedia RelationsShared MediaTimingBudgetMessagingContent CreationOwned MediaTimingBudgetMessagingContent CreationWebsite Content ManagementMarketingPublicationsCONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: TACTICAL CHOICES FOR EQUALITY TODAYCampaign Focus: PromotionalResearch/DiagnosisObjectiveStrategyTacticsPaid & OwnedEarnedSharedImplementationReporting/EvaluationTheoriesModelCHAPTER 9: ImplementationProject Management BasicsBudgetingDividing Tasks among a TeamCreating Timelines and DeadlinesSetting Clear Expectations and Ensuring Clear CommunicationWorking with Non-PR PeopleWorking with the MediaSelf-awareness and Self-evaluationPersistence and PerseverancePREPARING FOR CHANGECONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: EQUALITY TODAY MEETS UNEXPECTED OBSTACLESCASE STUDY: MISSING TYPE-U.K.'S NATIONAL HEALTH SERVICEResearch and DiagnosisObjectivesStrategyTacticsEarnedSharedOwnedImplementationReporting/EvaluationTheoriesModelCHAPTER 10: Reporting and EvaluationEVALUATING YOUR CAMPAIGNMedia EvaluationDigital Evaluation Metrics and ApproachesTurning Evaluation into ImprovementObjective-driven ReportingPrioritization: What Information Is MostImportant for the Reader?Format: How Should Your Information Be Best Presented to Your Audience?PESO: SPECIAL REPORTING CONSIDERATIONSPaid MediaEarned MediaShared MediaOwned MediaIntegrated ReportingCONCLUSIONTHINK CRITICALLYKEY TERMSCONCEPT CASE: REPORTING RESULTS-EQUALITY TODAY'S ANNUAL MEETINGCASE STUDY: CANS GET YOU COOKINGResearch/DiagnosisDevelopmental Research and InsightsObjectivesStrategiesTacticsPaidEarnedSharedOwnedImplementationReporting/EvaluationTheoriesCHAPTER 11: Formulating an Integrated Campaign-Case StudiesPRODUCT MARKETINGBrewing Inspiration to Engage Coffee FansResearch/DiagnosisObjectivesStrategiesTacticsSharedPaid + SharedOwnedPaid + Owned + SharedEarned + SharedOwned + SharedImplementationReporting/EvaluationEarnedSharedTheoriesModelACTIVISMOne for All: Mississippians' Fight for a New FlagResearch/DiagnosisObjectivesStrategyTacticsEarned + OwnedSharedOwnedImplementationReportingTheoriesModelENGAGEMENTAppreciating Mom; World's Toughest Job-American GreetingsResearch/DiagnosisObjectivesStrategiesTacticsShared + OwnedImplementationReporting/EvaluationEarnedSharedOwnedTheoriesModelCRISIS COMMUNICATIONHarambe's Last Day at the Cincinnati Zoo and Botanical GardenResearch/DiagnosisObjectivesStrategiesTacticsOwnedEarnedSharedImplementationReporting/EvaluationTheoriesModelGLOBAL AND MULTICULTURALUNICEF: Toys in MourningResearch/DiagnosisObjectivesStrategiesTacticsEarned + Shared + OwnedImplementationReporting/EvaluationTheoriesModelTeens 4 Pink: Sisters Network and Eisai Inc. with Shared Voice Public RelationsResearch/DiagnosisObjectivesStrategyTacticsEarnedSharedOwnedImplementationReporting/EvaluationTheoriesModelINTERNAL COMMUNICATION AND EMPLOYEE RELATIONSResponding to "Ferguson": From Tragedy to Positive ChangeResearch/DiagnosisObjectivesStrategiesTactics and ImplementationEarned + SharedOwnedReportingTheoriesModelHP Global Wellness ChallengeResearch/DiagnosisObjectivesStrategiesTacticsOwned & SharedImplementationChallenges during ImplementationReporting/EvaluationTheoriesModelAPPENDIXGLOSSARYREFERENCESINDEX
