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Public Relations Campaigns: An Integrated Approach

by Regina Luttrell and Luke Capizzo SAGE Publications, Inc
Pub Date:
03/2018
ISBN:
9781506332512
Format:
Pbk 304 pages
Price:
AU$192.00 NZ$196.52
Product Status: In Stock Now
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Public Relations Campaigns: An Integrated Approach introduces students to the process of creating public relations campaigns using a practical, hands-on approach to learning that emphasizes the tools students will need when working in the industry. The book is organized around the PESO model – Paid Media, Earned Media, Social Media, and Owned Media – which is becoming the most dominant and commonly used model in PR today. As PR increasingly starts to merge with marketing and advertising, the book also emphasizes the importance of creating integrated campaigns, which seek to coordinate PR efforts with both advertising and marketing. Authors Regina Luttrell and Luke Capizzo help emphasize an applied focus through real examples from the field, case studies, and sample materials throughout the text.

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 HOLIDAYSa 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 “Fergusona: 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

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

Regina M. Luttrell - Syracuse University, New York, USA


Luke W. Capizzo - University of Maryland College Park, USA