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Author:   Gayle Pohl
Publisher:   Kendall/Hunt Publishing Co ,U.S.
Imprint:   Kendall/Hunt Publishing Co ,U.S.
Weight:   1.007kg
ISBN:  

9780757527739

ISBN 10:   0757527736
Pages:   429
Publication Date:   30 January 2006
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

"PARTI The Address Chapter One Setting Up the Shot Introduction 3 Planning 3 Strategy 4 Definition of Strategic Planning 5 Tactical versus Strategic Planning 6 Vision and Mission Statements 7 Environmental Scan 8 Gap Analysis 8 Benchmarking 9 Strategic Issues 9 Strategic Programming 9 Emergent Strategies 11 Evaluation of Strategy 12 Strategic Thinking 12 Organization of the Book 15 References 16 Chapter Two Understanding the Game Public Relations Defined 17 Public Relations and Marketing 20 Public Relations and Advertising 22 Publicity and Press Agentry 23 Specialized Aspects of Public Relations 25 Skills and Characteristics of Public Relations Practitioners 27 References 34 Chapter Three Getting to Know Your Caddy Creating Strategic Relationships 35 Strategies for Creating Strategic Relationships 38 Strategy 1: Create a Public-Centered Focus 38 Strategy 2: Make the Voice of the Public a Permanent Fixture 43 Strategy 3: From Team It Is to Universal Collaboration 52 Strategy 4: From Public Satisfaction to Lasting Public Enthusiasm 58 Strategy 5: Change from Facilitation Leadership to Contact Leadership 61 Summary 63 References 64 Chapter Four Positioning for the Shot Public Relations and Branding 65 Public Relations and Branding on the Web 66 Positioning 73 Laws of Marketing 75 References 80 Chapter Five Choosing the Right Swing Weight Research. .the First Step 83 Analyzing the Targeted Publics 84 Internal and External Situation Analyses 91 Research Methods 92 Informal Research 92 Historical Records 94 Communication Logs 95 Past Research Reports 96 Internet, Data Bases and Library Sources 97 Setting Goals and Objectives. .the Second Step 107 Case Study: Mental Health Clinical Research Center - Grassroots PR 112 The Organization 112 The Brief 113 The Challenge 113 The Strategy 113 PR Activities 114 The Results 114 References 115 Chapter Six Putting the Ball in Play Planning and Programming... the Third Step 117 Public Relations Writing 120 Research for Writing 121 Policy 122 Background Material 122 Targeted Publics 123 Design of the Message 130 Keep It Short and Simple (KISS) 130 Available Media 132 Evaluation 137 Writing Styles 138 Basic Tools of Writers 140 Publication of the Release 143 Formatting a Release 143 Public Relations and Marketing Together 158 Case Study: The Crisis at UNI 163 The Client 163 The Crisis 163 The Strategy and Activities 164 The Results 166 The Product Release 167 Public Relations Activities in the Marketing Plan 169 Case Study: The MIND Institute: Mental Illness and Neuroscience Discovery-The Pitfalls of Proceeding Without a Plan 172 The Organization 172 The Brief 173 The Strategy 173 The Activity 173 The Results 174 Lessons Learned 174 Public Relations and Advertising 176 Media Relations 183 Media Kit 186 Setting Up a Newsroom 193 References 195 Chapter Seven Counting the Strokes Public Relations: Adding to the Bottom Line: A New Calculus 197 Public Relations Expense 198 Organizational Goals 199 Public Relations and Organizational Effectiveness 202 A Pre and Post Calculus (PRRV) 204 Public Relations Return Value 208 Conclusions 217 References 221 Chapter Eight Handling the Sand Traps How to Successfully Implement Change 225 Lesson 1: Be Sure the Change Will Add 227 Value Lesson 2: Match Change Process to the 228 Challenge Lesson 3: Provide Management Support 229 Lesson 4: Prepare the System for Change 230 Lesson 5: Help People Align 231 A Transformational Approach 232 Distributive Intelligence in Change 237 Resilience in Change 237 References 243 Chapter Nine The Tournament Score Evaluation. .the Fourth Step 245 Benefits of Evaluating a Campaign 246 When to Evaluate 247 Methods of Evaluation 254 Approaches to Evaluation 255 Stewardship. .the Fifth Step and Final Step 262 References 265 PART II The Approach Chapter Ten Fore! Watch Out for Stray Shots: Strategic Planning for Web Development - Chris Kiiudson Introduction 269 Putting the Web Phenomenon into Context 271 The Need for Public Relations Strategic Planning 273 in Web Developmen Communication Strategies Through the Web 274 Steps for Initiating the Web Site Planning Process 277 Step 1: Identifying goals for the Web Site 277 Step 2: Target Web Publics 278 Step 3: Navigation Map of a Web Site 279 Step 4: Technical Considerations and Web 279 Security Step 5: Outsourcing, Site Hosting and 281 Redundancy Perceptions and Visual Web Design Strategies 283 Writing for the Web 284 Marketing a Web Site 285 Understanding the Limits of Web Technology 286 Perception and Web Environments 289 Evaluating and Measuring the Web Development 291 Process Summary 293 References 294 Chapter Eleven Special Events: Having the Right Clubs in Your Bag - Dee Vandeventer Step 1: Establish the Vision; Write the Objective 299 Step 2: Creating the Blueprint for Success 300 Logistics 301 Staffing Needs 304 Marketing and Promotion 307 Budget 309 Step 3: Event Day - Putting the Plan into Action 313 Step 4: Evaluation - Measuring Success 315 Chapter Twelve Playing in a Narrow Fairway: PR for Nonprofit Organizations - Jeannie Oliver Begin at the Beginning 319 Making the Most of Your Budget 321 Budget Helpers 323 Scale Back 323 Pro Bono Services 325 Cause-related Marketing Partnerships 327 Trades 328 In-Kind Donations 329 Prepare for Disaster 330 Learn More 331 Chapter Thirteen Driving the ""Green"" to the Masters: Making the Most Out of Corporate Sponsorships - Joanne Wzontek Philanthropy versus Sponsorships 334 Philanthropy 334 Sponsorships 336 Designing the Sponsorship Model 337 Research 337 Objectives 338 Designing the Sponsorship Packet 338 Program 345 Evaluation 348 Real World Example: How Sponsorships Have 350 Helped Bolster Business in a Shaky Economy Increasing Brand Through Association 351 Building Business 351 References 353 Chapter Fourteen All Eighteen Holes: Strategic Public Relations In The Corporate Arena - Cheryl Procter-Rogers Introduction 355 At Kodak: Diversity Emerges from HR Reports to 357 CEO Internal Communication as a Business Strategy 362 Protecting the Brand Through Strategic 367 Communications Contributing Author Biographies 373 Bibliography 383 Appendix A PRSA Member Code of Ethics 397 Appendix B Case Study - Lee King Pipes 407 Appendix C Third Step in ROPES Example 409 Appendix D Sample Quiz Questions 413 Appendix E Final Exam Study Guide"

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