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El. knyga: Public Relations Campaigns: An Integrated Approach

4.50/5 (10 ratings by Goodreads)
(Michigan State University), (Syracuse University, New York, USA)
  • Formatas: EPUB+DRM
  • Išleidimo metai: 09-Jan-2021
  • Leidėjas: SAGE Publications Inc
  • Kalba: eng
  • ISBN-13: 9781544385563
Kitos knygos pagal šią temą:
Public Relations Campaigns: An Integrated ApproachDidesnis paveikslėlis
  • Formatas: EPUB+DRM
  • Išleidimo metai: 09-Jan-2021
  • Leidėjas: SAGE Publications Inc
  • Kalba: eng
  • ISBN-13: 9781544385563
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With a focus on the tools needed for working in the PR industry, Public Relations Campaigns: An Integrated Approach gives students a hands-on introduction to creating successful, integrated PR campaigns. Authors Regina M. Luttrell and Luke W. Capizzo present the ROSTIR model (research/diagnosis, objectives, strategy, tactics, implementation, and reporting/evaluation) and PESO model (paid, earned, shared/social, and owned media) to show students a framework for practitioners to plan effectively and use all of the resources available to them to create winning campaigns. The Second Edition emphasizes the importance of diversity initiatives and teaches students how to integrate a cross-cultural approach to PR strategies.
Foreword xviii
Preface xxi
Why Integrated Campaigns? Why Now? xxi
Organization Of The Book xxii
Acknowledgments xxvii
About The Authors xxix
Introduction Campaigns in the Professional Public Relations Context 1(14)
Public Relations Theories And Principles
2(6)
Excellence Theory
3(1)
Systems Theory
3(1)
Diffusion Theory
4(1)
Framing Theory
5(1)
Agenda Setting and Agenda Building Theories
6(1)
Situational Crisis Communication Theory
7(1)
Two-step Flow Model
8(1)
Models Of Public Relations Practice
8(2)
Press Agentry
9(1)
Public Information
9(1)
Two-way Asymmetrical
10(1)
Two-way Symmetrical
10(1)
Public Relations Planning Models
10(3)
R-A-C-E, R-O-P-E, or R-O-S-I-E
11(1)
ROSTIR: Research, Objectives, Strategies, Tactics, Implementation, and Reporting
11(1)
Communication Goals
12(1)
Pulling It All Together
13(1)
Think Critically
13(1)
Key Terms
14(1)
Concept Case: Community Flow Yoga
14(1)
Chapter 1 Introduction To Integrated Campaigns
15(18)
A Need For New Public Relations Planning Models
16(2)
Emerging Models
16(2)
The Six Steps Of Rostir
18(1)
The Value Of Public Relations Planning Models
18(4)
The Diversity-First Approach
22(3)
Conclusion
25(1)
Think Critically
25(1)
Key Terms
26(1)
Concept Case: Introducing Community Flow Yoga
26(1)
Case Study: Ambev Wants You To "Dirnk Repsnosilby"
27(6)
Research/Diagnosis
27(1)
Objectives
28(1)
Strategies
28(1)
Tactics
29(1)
Paid
29(1)
Earned
29(1)
Shared
29(1)
Owned
30(1)
Implementation
30(2)
Reporting/Evaluating
32(1)
Theories
32(1)
Diversity- and Inclusion-First Approach
32(1)
Chapter 2 Strategic Communication Campaign Fundamentals
33(18)
Why We Plan
35(2)
Elements Of A Strategic Plan
37(7)
Research, Diagnosis, and Goal Setting
38(1)
Diversity First
39(1)
Objectives
40(1)
Strategies
41(1)
Tactics
41(1)
Implementation
42(1)
Reporting/Evaluation
43(1)
Budget
44(1)
Putting It All Together
44(1)
Conclusion
45(1)
Think Critically
45(1)
Key Terms
46(1)
Concept Case: Mission-Driven Planning For Community Flow Yoga
46(1)
Case Study: [ Unlabeled]™
47(4)
Research/Diagnosis
47(1)
Objectives
48(1)
Strategies
48(1)
Tactics
48(1)
Paid
48(1)
Earned
48(1)
Shared
48(1)
Owned
48(2)
Implementation
50(1)
Reporting/Evaluation
50(1)
Theories
50(1)
Model
50(1)
Diversity- and Inclusion-First Approach
50(1)
Chapter 3 Understanding Peso
51(16)
What Is Peso?
51(3)
Paid Media
52(2)
Earned Media
54(1)
Shared Media
54(1)
Owned Media
54(1)
When Should Each Of The Peso Channels Be Used?
54(7)
Campaigns in Action
55(1)
Paid Media
55(2)
Earned Media
57(1)
Shared Media
58(1)
Owned Media
59(2)
Continuous Integration
61(1)
Conclusion
61(1)
Think Critically
62(1)
Key Terms
62(1)
Concept Case: Applying Peso To Community Flow Yoga
62(1)
Case Study: The Tampon Book
63(4)
Research/Diagnosis
63(1)
Objectives
63(1)
Strategies
64(1)
Tactics
64(1)
Paid and Owned
65(1)
Earned and Shared
65(1)
Implementation
65(1)
Reporting/Evaluation
66(1)
Theories
66(1)
Diversity- and Inclusion-First Approach
66(1)
Chapter 4 Research, Part 1: Diagnosis And Developmental Research
67(26)
Developmental Research: Diagnosing The Problem And/Or Opportunity
68(4)
Researching Your Brand
70(2)
Researching And Measuring The Problem/Opportunity
72(1)
Research Terminology And Techniques
73(2)
Data
74(1)
Types of Research
74(1)
Validity
75(1)
Conducting Research
75(11)
Diversity in Data and Sources
76(1)
Secondary Research
76(1)
Case Studies
76(1)
Government Data
76(1)
Scholarly Research
77(1)
Think Tank/Nonprofit Reports
77(1)
Trade Association Research
77(1)
Primary Research
78(1)
Polling and Surveys: Opinion and Awareness
78(1)
Survey Details and Terminology
79(1)
Content Analysis
79(2)
Competitor Analysis
81(1)
Experimental Research
82(2)
Interviews
84(1)
Focus Groups
84(2)
Conclusion
86(1)
Think Critically
87(1)
Key Terms
87(1)
Concept Case: Researching Competitors, Communities, And Customer Experience At Community Flow Yoga
87(1)
Case Study: A New Dawn Breaks For Barbie
88(5)
Research/Diagnosis
88(1)
Objectives
89(1)
Strategies
90(1)
Tactics
90(1)
Paid and Owned
90(1)
Earned and Shared
90(1)
Implementation
90(1)
Reporting/Evaluation
90(1)
Theories
91(1)
Diversity- and Inclusion-First Approach
91(2)
Chapter 5 Research, Part 2: Goals
93(16)
Understanding Your Organization And Its Goals
95(1)
The Evolving Role of the Corporation in Society: Community-Centered Goals
95(1)
THE GOAL-SETTING PROCESS
96(1)
Seeking The Impact Role For Communication
96(4)
Defining the Scope
98(1)
Selecting Audiences for Outreach
99(1)
Defining the Desired Change
100(1)
Prioritizing Budgets and Resources
100(1)
Writing Goals
100(3)
Types of Goals
101(1)
Context: Mission Versus Situation
101(1)
Visionary Goals, Concrete Objectives
102(1)
Goal-Setting Challenges
103(1)
Working With Organizational Decision Makers
103(1)
Prompting More Research
104(1)
Conclusion
104(1)
Think Critically
105(1)
Key Terms
105(1)
Concept Case: Flow Yoga Sets Communication Goals
105(1)
Case Study: Burger King-Be Your Way
106(3)
PESO Model
106(1)
Owned
106(1)
Shared
106(1)
Earned
107(1)
Paid
107(1)
Be Your Way Continues
107(1)
Theories
107(1)
Diversity- and Inclusion-First Approach
108(1)
Chapter 6 Objectives
109(20)
What Makes High-Value Objectives?
109(1)
Management By Objectives
110(8)
Types of Objectives
111(1)
Writing S.MA.R.T. Objectives
112(1)
Specific
113(1)
Measurable
114(1)
Attainable
114(1)
Relevant
115(1)
Time-Bound
116(1)
Considerations for Inclusive Objectives
116(1)
Additional Objective Frameworks
116(2)
Connecting Objectives To Key Internal Audiences
118(4)
Do Your Objectives Make Organizational Decision-Makers Excited?
119(1)
Proving Relevance: Will Completing Your Objectives Drive Positive Change?
119(1)
Are You Connecting Short- and Long-Term Objectives?
120(2)
Conclusion
122(1)
Think Critically
123(1)
Key Terms
123(1)
Concept Case: Setting Measurable Objectives For Community Flow Yoga
123(1)
Case Study: Shining A New Light On The Heforshe Movement And Gender Equality
124(5)
Research/Diagnosis
124(1)
Objectives
125(1)
Strategies
125(1)
Tactics
126(1)
Paid and Owned
127(1)
Earned and Shared
127(1)
Implementation
127(1)
Reporting/Evaluation
127(1)
Theories
128(1)
Diversity- and Inclusion-First Approach
128(1)
Chapter 7 Strategies
129(24)
Choosing Your Channels: The Peso Model
130(4)
The Model
131(1)
Paid
131(1)
Earned
132(1)
Shared
133(1)
Owned
134(1)
How The Model Overlaps
134(2)
How to Build an Integrated Campaign Strategy Around PESO
135(1)
The Right Approach For Your Audience(S)
136(5)
Demographics
137(1)
Geography
137(1)
Psychographics
138(1)
Activity/Interest
138(1)
Influence
139(1)
Channel Consumption
139(1)
Intersectionality: Moving Beyond Segmentation to See Intersecting Identities
140(1)
Leveraging Your Organization's Strengths And Resources
141(3)
Subject Matter Expertise
142(1)
Imagery/Visuals
142(1)
Dynamic Presenters/Personalities
143(1)
Data
143(1)
Organizational Vision or Narrative
143(1)
History/Institutional Authority
144(1)
The Competitive Landscape
144(1)
Understand Competitors and External Challenges
144(1)
Avoid What Everyone Else Is Already Doing
145(1)
Conclusion
145(1)
Think Critically
146(1)
Key Terms
146(1)
Concept Case: Channel Selection For Potential Members Of Community Flow Yoga
146(1)
Long-Lasting Positive Change: Washington University In St. Louis
147(6)
Research/Diagnosis
147(1)
Objectives
148(1)
Strategies
148(1)
Tactics and Implementation
149(1)
Earned + Shared
149(1)
Owned
149(2)
Reporting
151(1)
Theories
151(1)
Model
152(1)
Diversity- and Inclusion-First Approach
152(1)
Chapter 8 Tactics
153(22)
Tactical Approaches
155(13)
Paid Media
155(1)
Timing
155(1)
Budget
156(1)
Messaging
156(1)
Content Creation
156(1)
Advertising
156(2)
Advertorial Content
158(1)
Earned Media
158(2)
Timing
160(1)
Budget
160(1)
Messaging
160(1)
Content Creation
160(2)
Media Relations
162(1)
Shared Media
163(1)
Timing
163(1)
Budget
163(1)
Messaging
164(1)
Content Creation
164(1)
Owned Media
164(1)
Timing
165(1)
Budget
165(1)
Messaging
165(1)
Content Creation
166(1)
Website Content Management
166(1)
Marketing
166(1)
Publications
166(2)
Inclusivity In Message Development
168(1)
Reach Out to Audiences, Publics, and Stakeholders
169(1)
Showcase Diversity and Inclusion
169(1)
Consider Unintended Consequences and Interpretations
169(1)
Conclusion
169(1)
Think Critically
170(1)
Key Terms
170(1)
Concept Case: Finding The Right Tactics For Community Flow Yoga
170(1)
Case Study: Peeps® Counts Down To A Sweet New Year
171(4)
Research/Diagnosis
171(1)
Objectives
172(1)
Strategies
172(1)
Tactics
172(1)
Earned and Shared
172(1)
Implementation
173(1)
Reporting/Evaluation
173(1)
Theories
173(1)
Diversity- and Inclusion-First Approach
173(2)
Chapter 9 Implementation
175(20)
Key Skills For Implementing Pr Campaigns
176(11)
Project Management Basics
176(1)
Budgeting
176(2)
Dividing Tasks Among a Team
178(1)
Creating Timelines and Deadlines
179(1)
Setting Clear Expectations and Ensuring Clear Communication
180(1)
Working With Non-PR People
181(1)
Working With the Media
181(2)
Self-Awareness and Self-Evaluation
183(2)
Persistence and Perseverance
185(2)
Preparing For Change
187(2)
Change and Inclusion
188(1)
Conclusion
189(1)
Think Critically
189(1)
Key Terms
189(1)
Concept Case: Community Flow Yoga Meets Unexpected Opportunities And Obstacles
190(1)
Case Study: Innovation Generates Leaders-Community-Wide Girl Scout Cookie Sales Event
190(5)
Research/Diagnosis
190(1)
Objectives
191(1)
Strategies
192(1)
Tactics
192(1)
Owned
192(1)
Earned and Shared
192(1)
Implementation
193(1)
Reporting/Evaluation
193(1)
Theories
193(1)
Diversity- and Inclusion-First Approach
193(2)
Chapter 10 Reporting And Evaluation
195(20)
Evaluating Your Campaign
196(6)
Media Evaluation
198(2)
Digital Evaluation Metrics and Approaches
200(2)
Turning Evaluation Into Improvement
202(1)
Reporting On Your Campaign
202(4)
Objective-Driven Reporting
202(1)
Inclusive Reporting and Evaluation
203(2)
Prioritization: What Information Is Most Important for the Reader?
205(1)
Format: How Should Your Information Be Best Presented to Your Audience?
206(1)
Peso: Special Reporting Considerations
206(3)
Paid Media
206(1)
Earned Media
206(1)
Shared Media
207(1)
Owned Media
208(1)
Integrated Reporting
209(1)
Conclusion
209(1)
Think Critically
210(1)
Key Terms
210(1)
Concept Case: Reporting Results-Community Flow Yoga's Annual Meeting
210(1)
Case Study: Hp's Continued Commitment To Global Wellness
211(4)
Research/Diagnosis
211(1)
Objectives
211(1)
Strategies
212(1)
Tactics
212(1)
Owned and Shared
212(1)
Implementation
213(1)
Reporting/Evaluation
213(1)
Theories
214(1)
Model
214(1)
Diversity- and Inclusion-First Approach
214(1)
Chapter 11 Formulating An Integrated Campaign
215(22)
Rostir Strategic Planning Guide
215(10)
Executive Summary
217(1)
Research: Program Diagnosis and Analysis
217(1)
SWOT Analysis
218(1)
Goals
218(1)
Objectives and Key Performance Indicators
218(2)
Strategies
220(1)
Tactics
220(2)
Implementation
222(2)
Reporting and Evaluation
224(1)
Conclusion
225(1)
Prsa Ipa Proposal Template
225(4)
PR Program Elements
227(1)
PR Program Pricing
228(1)
Your Unabashed Pitch on "Why You"
229(1)
Client Reports
229(2)
Developing An Audience Persona
231(2)
Crisis Communication Plan
233(4)
Crisis Communications for a 24/7 News Cycle
233(1)
Take the "Critical 10"
233(1)
Think in 280 Characters
234(1)
Who Speaks and Who Is the Designated Backup?
234(1)
Bridge With ATM
234(1)
Always Take Dessert
235(2)
Appendix 237(26)
Glossary 263(8)
References 271(22)
Index 293
Regina Luttrell, Ph.D. is the senior associate dean of the S.I. Newhouse School of Public Communications at Syracuse University. She is an accomplished leader with extensive experience in spearheading complex research projects, known for fostering cross-departmental and interdisciplinary collaboration and serving as a strong advocate for faculty across various capacities. Her proven track record in securing external funding for research initiatives is complemented by her prolific contributions to her field, having authored more than fifteen books, published numerous articles in academic and professional journals, and presented her work at both domestic and international conferences. Her research primarily delves into public relations, artificial intelligence, mis/disinformation, data analytics, teaching through a feminist pedagogical framework, and the evolving role of social media in society. Before transitioning into academia, she built a robust career in corporate public relations and marketing. Her expertise spans strategic development and implementation in public relations, social media, advertising, marketing, and corporate communications, providing a strong foundation for her current academic endeavors.

Luke W. Capizzo (Ph.D., APR) is an assistant professor in the Department of Advertising + Public Relations at Michigan State University. He is the coauthor (with Regina Luttrell) of The PR Agency Handbook and has published several dozen scholarly articles in such outlets as Journal of Public Relations Research and Public Relations Review. A PR researcher, educator, and practitioner, his scholarly interests include (1) public relations and managing contentious issues; (2) applied social impact for PRactivism, DEI, dialogue, organizational listening, and sustainability/environmental justice; and (3) the public relations profession. Broadly, his research examines the potential societal contributions of organizations through the public relations function. Prior to attending the University of Maryland to earn his Ph.D., he practiced public relations for eight years with a focus on media relations in the ?nancial services, commercial real estate, manufacturing, retail, and technology industries, serving in both agency and in-house roles. Working with a wide variety of clientsfrom the Fortune 500 to small businesses and nonpro?tshe garnered media coverage in top national outlets and trade publications, secured and prepared clients for national cable news interviews, and led projects to improve agency-wide media training, sta? onboarding, and client evaluation and reporting metrics. He is an Arthur W. Page Center Legacy Scholar (2020, 2022, 2023) and has earned the APR (Accreditation in Public Relations) designation through the Public Relations Society of America.
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