Developing the Public Relations Campaign PDF
Preview Developing the Public Relations Campaign
Developing The Public Relations Campaign # 110469 Cust: Pearson Au: Bobbitt Pg. No. i K S4DcESIGaN SrERVlICiESS OlF e Title: Developing The Public Relations Campaign 3/e Server: Short / Normal / Long Publishing Services This page intentionally left blank Third Edition Developing The Public Relations Campaign A T -B A eAm Ased pproAch Randy Bobbitt University of West Florida Ruth Sullivan Marshall University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo # 110469 Cust: Pearson Au: Bobbitt Pg. No. iii K S4DcESIGaN SrERVlICiESS OlF e Title: Developing The Public Relations Campaign 3/e Server: Short / Normal / Long Publishing Services Editorial Director: Craig Campanella Editor-in-Chief, Communication: Karon Bowers Acquisition Editor: Melissa Mashburn Editorial Project Manager: Raegan Heerema Editorial Assistant: Megan Hermida Production Project Manager: Debbie Ryan Senior Marketing Manager: Blair Zoe Tuckman Art Director: Jayne Conte Cover Designer: Suzanne Behnke Composition: S4Carlisle Publishing Services Printer/Binder: Courier/Westford Cover Printer: Moore Langen Printing Company, Inc. Text Font: Minion Pro Editorial Production and Composition Service: Sudha Balasundaram/ S4Carlisle Publishing Services Photo credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. For related titles and support materials, visit our online catalog at www.pearsonhighered.com. Copyright © 2014, 2009, 2005 Pearson Education, Inc. All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without the written permission of the copyright owner. To obtain permission(s) to use material from this work, please submit a written request to Allyn and Bacon, Permissions Department, 501 Boylston Street, Suite 900, Boston, MA 02116 or fax your request to 617-671-2290. Between the time website information is gathered and then published, it is not unusual for some sites to have closed. Also, the transcription of URLs can result in typographical errors. The publisher would appreciate notification where these occur so that they may be corrected in subsequent editions. Library of Congress Cataloging-in-Publication Data Bobbitt, William R. (William Randy) Developing the public relations campaign: a team-based approach/Randy Bobbitt, University of West Florida, Ruth Sullivan, Marshall University.—Third Edition. p. cm Includes index. ISBN-13: 978-0-205-06672-8 ISBN-10: 0-205-06672-0 1. Public relations. I. Sullivan, Ruth, 1955- II. Title. HM1221.B63 2013 659.2—dc23 2012042688 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 12 11 10 09 08 ISBN-10: 0-205-06672-0 ISBN-13: 978-0-205-06672-8 # 110469 Cust: Pearson Au: Bobbitt Pg. No. iv K S4DcESIGaN SrERVlICiESS OlF e Title: Developing The Public Relations Campaign 3/e Server: Short / Normal / Long Publishing Services To our students—past, present, and future— who remind us every day why we became teachers. # 110469 Cust: Pearson Au: Bobbitt Pg. No. v K S4DcESIGaN SrERVlICiESS OlF e Title: Developing The Public Relations Campaign 3/e Server: Short / Normal / Long Publishing Services This page intentionally left blank BRiEF ConTEnTS Part I Background 1 Chapter 1 The Nature of Persuasive Campaigns 1 Part II Public relation Process 17 Chapter 2 An Overview of the Public Relations Process 17 Chapter 3 Planning: Background Research 25 Chapter 4 Planning: Primary Research 39 Chapter 5 Planning: Goals and Objectives, Messages and Themes, Channels and Strategies 67 Chapter 6 Implementation: Traditional Media Channels 91 Chapter 7 The Internet and Social Media 117 Chapter 8 Implementation: Nonmedia Channels 135 Chapter 9 Implementation: Logistics 159 Chapter 10 Evaluation 171 Part III ProfessIonal resPonsIBIlIty 187 Chapter 11 Legal and Ethical Considerations 187 Chapter 12 International, Multicultural, and Gender Issues 205 APPENDIX A Sources and Suggested Further Readings 215 APPENDIX B Internet Resources for Public Relations 227 Index 229 vii # 110469 Cust: Pearson Au: Bobbitt Pg. No. vii K S4DcESIGaN SrERVlICiESS OlF e Title: Developing The Public Relations Campaign 3/e Server: Short / Normal / Long Publishing Services This page intentionally left blank Contents Preface xv About the Authors xvii Part I Background 1 Chapter 1 The NaTure of PersuasIve CamPaIgNs 1 Characteristics of Legitimate Public Relations Campaigns 2 Types Of Persuasive Campaigns 3 Applying Theory in Developing Public Relations Campaigns 4 Generalizations about Persuasion and Opinion Change 5 Decision-Making Models 5 Theories From Mass Communication 6 Theories from Psychology and Education 11 Trends and Issues: Barriers to Communication 14 Case Study 1: Johnson & Johnson’s “Campaign for Nursing’s Future” 15 Discussion Questions 16 Part II Public relation Process 17 Chapter 2 aN overvIew of The PuBlIC relaTIoNs ProCess 17 The Three-Step Process 17 The Written Proposal: Planning 18 The Written Proposal: Implementation 21 The Written Proposal: Evaluation 21 The Last Step 22 Trends and Issues: Applying the Three-Step Process to Crisis Situations 22 Case Study 2: When a Crisis Strikes Campus: The Three-Step Process at Work 22 Discussion Questions 24 Chapter 3 PlaNNINg: BaCkgrouNd researCh 25 Preliminary Fact-Finding 25 Identifying Priority Audiences 28 Proposed Primary Research Methods and Research Objectives 32 ix # 110469 Cust: Pearson Au: Bobbitt Pg. No. ix K S4DcESIGaN SrERVlICiESS OlF e Title: Developing The Public Relations Campaign 3/e Server: Short / Normal / Long Publishing Services
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