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Author:   Patricia Parsons
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   2nd edition
Weight:   1.100kg
ISBN:  

9781138099920

ISBN 10:   1138099929
Pages:   108
Publication Date:   16 November 2017
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

"List of Figures Preface to the Second Edition Chapter 1 PR Project Planning in the Twenty-first Century Defining Public Relations Defining Management Defining a ""Project"" Public Relations Process: A Systems Explanation Updating the PR Process for the Twenty-first Century Ethics and Integrity in PR Planning Using this Book Worksheet 1.1 Ethics Checklist Chapter 2 The Research Phase Data-gathering: An Everyday Process What Research can Accomplish Problem or Opportunity? How Research is Done Media Monitoring: Traditional and Social The Public Relations/Communication Audit Environmental Scanning Social Media Metrics Characterizing Relationships Completing the Analysis The Importance of Academic Research to Practitioners Using the Worksheets Worksheet 2.1 Data Table Worksheet 2.2 Problem/Opportunity Analysis Worksheet 2.3 Data Analysis Checklist Chapter 3: The Planning Phase The Plan Strategies versus Tactics Defining Publics Constructing Objectives Relationship Objectives Considering Processes Keying Objectives to Specific Publics Developing Messages Choosing Public Relations Tactics and Vehicles Planning the Social Media Component of PR Projects Rationales for Channels and Strategies Summarizing the Planning Stage Using the Worksheets Worksheet 3.1 Identification and Categorization of Publics Worksheet 3.2 Checklist for Outcome Objectives Worksheet 3.3 Public Relations Plan Worksheet Worksheet 3.4 Social Media Worksheet Chapter 4 Managing Implementation Revisiting Management Definitions The Historical Context Management and Leadership Budgets as Management Tools Deadlines and Time Management Maintaining Quality Control Managing People: Working With and Through Using the Worksheets Worksheet 4.1 Budget Worksheet Worksheet 4.2 Time Management Worksheet 4.3 Quality Control Checklist Chapter 5 Evaluation A Practical Definition Why Evaluate At All? The ""Barcelona Principles"" What we Evaluate Evaluating Relationships Measuring Social Media Outcomes The ""Benchmark"" Using the Worksheets Worksheet 5.1 Media Monitoring Tracking Sheet Worksheet 5.2 Checklist for On-going Social Media Tracking Chapter 6 A Resource List for PR Managers Appendix: Public Relations Plan: Sample Format"

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Author Information

Patricia J. Parsons spent 26 years as a Professor of Public Relations in the Department of Communication Studies at Mount Saint Vincent University in Halifax, Canada after a career in health communication and writing. She is the author of a dozen books including Ethics in Public Relations: A Guide to Best Practice and Beyond Persuasion: Communication Strategies for Healthcare Managers in the Digital Age.

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