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Test Bank (Downloadable files) For Public Relations Campaigns An Integrated Approach By M. Luttrell ISBN: 9781506332512, ISBN: 9781544338033

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Test Bank (Downloadable files) For Public Relations Campaigns An Integrated Approach By Regina M. Luttrell, Luke W. Capizzo, ISBN: 9781506332512, ISBN: 9781544338033

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Test Bank (Downloadable files)For Public Relations Campaigns An Integrated Approach By M. Luttrell

Table Of Content

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 HOLIDAYS” 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 “Ferguson”: 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