Do Good Better: A Value Driven Approach PLUS PR Driven Workbook

Author(s): Richard Ganahl

Edition: 1

Copyright: 2024

Pages: 150

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Ebook

$80.00

ISBN 9798385122516

Details Electronic Delivery EBOOK 180 days

Every hour of everyday millions of unnamed, and usually unsung heroes dedicated to doing good at thousands of non-profit organizations cheerfully and professionally strive to fulfill the needs of their clients beyond their dreams. 

Those of us in strategic communications very often make truly meaningful contributions to these heroes’ causes.

Do Good Better is dedicated to this partnership, confident the ranks of us do-gooders will surely grow. Do Good Better.

Chapter 1  Introduction
My Pledge and Challenge to You 
The Book’s Title Explained 
Do Good Better’s Vision Statement 
Do Good Better’s Mechanics Explained 
Do Good Better’s Student Assessment 
So Much for ‘Syllabus Week!’ 
A Do Good Better Case Study

Chapter 2 Marketing 
Marketing: Its Ubiquitous Power 
The Marketing Mix 
The 4 C’s of the Marketing Mix 
The 4 P’s of the Marketing Mix 
Integrated Marketing Communication & Promotion 
IMC—The Role of Advertising 
IMC—The Role of Sales Promotion 
IMC—The Role of Sales 
A Do Good Better Case Study

Chapter 3 Public Relations 
PR SMR Model: Sender-Medium-Receiver 
Research > Strategy > Creative > Tactics 
Types of PR: Eight PR Strategies 
A Do Good Better Case Study

Chapter 4 PR Agency & In-House 
The PR Function: Agencies And In-House 
The PR Agency: A Very Divergent Industry 
The Future of PR Communication Agencies 
PR Careers: Agency, In-House, or Other? 
A Do Good Better Case Study

Chapter 5 Research
What is Research? A Formal Definition 
Why is Reseach Important? 
Epistemology: How We Know What We Know 
The Scientific Method: How to Do Research 
Methodologies: Data Collection Techniques 
Additional Research Terms and Concepts 
A Do Good Better Case Study

Chapter 6 Sampling 
Reliability: Random Samples of Sufficient Size 
Sample Design: A Hypothetical Case Study 
A Do Good Better Case Study

Chapter 7 Public Opinion
Formation of Public Opinion 
An Opinion Leader: Dimensions of a Change Agent"
Public Opinion: Proactive and Reactive Strategies 
The Valley of Ambivalence: Strategic Choices 
A Do Good Better Case Study

Chapter 8 The PR Process 
The Big Idea: Why-The Visual Depiction of the Campaign Promise 
A Do Good Better Case Study

Chapter 9 Media Relations 
The Press Release: PR’s Ubiquitous Pitch Tool 
PR Tactics In Media Relations 
A Do Good Better Case Study

Chapter 10 Crisis Communication
Important Past Crisis Communications Case Studies 
A Do Good Better Case Study 

Chapter 11 Media Law, Ethics and PRSA Code 
Western Ethical Principles 
Guidelines for Ethical Decision Making 
Professional Codes: PRSA Code of Ethics 
Legal Restraints in Communication 
A Do Good Better Case Study 

Chapter 12 PR Case-Driven Workbook
No 1: Client Profile 
No 2: Research Design 
No 3: Public Opinion 
No 4: The Big Idea 
No 5: E3 Eureka Moment 
No 6: The Story Board 
No 7: Media Contacts 
No 8: The Crisis Plan 
Online Training Platforms
PR: Key Terms

Richard Ganahl

Richard J. Ganahl has more than forty years of professional experience as a media publisher and owner, a strategic consultant and a media entrepreneur. He earned his doctorate from the School of Journalism at the University of Missouri. He is a professor in Media and Journalism at Bloomsburg University, Pa. where he founded the Public Relations Student Society Association (PRSSA) chapter. He is a former Visiting Scholar at Yonsei University, South Korea. He is the co-editor with Dr. Louisa Ha of the award winning book Webcasting Worldwide, and the author of the two recently published DO GOOD BETTER, A Value Driven Approach, and Master Mass Comm, A FRESH Approach to Mass Communications. He is an invited member of the PA NewsMedia Association (PNA) Foundation Board of Trustees. He is the founding faculty advisor of BUnow, a pure-play, multi-platform, student managed news site born on the Internet in 2008 with more than 2 million visitors and over 4,000 multi-media stories since its birth on the Internet in 2008.

Every hour of everyday millions of unnamed, and usually unsung heroes dedicated to doing good at thousands of non-profit organizations cheerfully and professionally strive to fulfill the needs of their clients beyond their dreams. 

Those of us in strategic communications very often make truly meaningful contributions to these heroes’ causes.

Do Good Better is dedicated to this partnership, confident the ranks of us do-gooders will surely grow. Do Good Better.

Chapter 1  Introduction
My Pledge and Challenge to You 
The Book’s Title Explained 
Do Good Better’s Vision Statement 
Do Good Better’s Mechanics Explained 
Do Good Better’s Student Assessment 
So Much for ‘Syllabus Week!’ 
A Do Good Better Case Study

Chapter 2 Marketing 
Marketing: Its Ubiquitous Power 
The Marketing Mix 
The 4 C’s of the Marketing Mix 
The 4 P’s of the Marketing Mix 
Integrated Marketing Communication & Promotion 
IMC—The Role of Advertising 
IMC—The Role of Sales Promotion 
IMC—The Role of Sales 
A Do Good Better Case Study

Chapter 3 Public Relations 
PR SMR Model: Sender-Medium-Receiver 
Research > Strategy > Creative > Tactics 
Types of PR: Eight PR Strategies 
A Do Good Better Case Study

Chapter 4 PR Agency & In-House 
The PR Function: Agencies And In-House 
The PR Agency: A Very Divergent Industry 
The Future of PR Communication Agencies 
PR Careers: Agency, In-House, or Other? 
A Do Good Better Case Study

Chapter 5 Research
What is Research? A Formal Definition 
Why is Reseach Important? 
Epistemology: How We Know What We Know 
The Scientific Method: How to Do Research 
Methodologies: Data Collection Techniques 
Additional Research Terms and Concepts 
A Do Good Better Case Study

Chapter 6 Sampling 
Reliability: Random Samples of Sufficient Size 
Sample Design: A Hypothetical Case Study 
A Do Good Better Case Study

Chapter 7 Public Opinion
Formation of Public Opinion 
An Opinion Leader: Dimensions of a Change Agent"
Public Opinion: Proactive and Reactive Strategies 
The Valley of Ambivalence: Strategic Choices 
A Do Good Better Case Study

Chapter 8 The PR Process 
The Big Idea: Why-The Visual Depiction of the Campaign Promise 
A Do Good Better Case Study

Chapter 9 Media Relations 
The Press Release: PR’s Ubiquitous Pitch Tool 
PR Tactics In Media Relations 
A Do Good Better Case Study

Chapter 10 Crisis Communication
Important Past Crisis Communications Case Studies 
A Do Good Better Case Study 

Chapter 11 Media Law, Ethics and PRSA Code 
Western Ethical Principles 
Guidelines for Ethical Decision Making 
Professional Codes: PRSA Code of Ethics 
Legal Restraints in Communication 
A Do Good Better Case Study 

Chapter 12 PR Case-Driven Workbook
No 1: Client Profile 
No 2: Research Design 
No 3: Public Opinion 
No 4: The Big Idea 
No 5: E3 Eureka Moment 
No 6: The Story Board 
No 7: Media Contacts 
No 8: The Crisis Plan 
Online Training Platforms
PR: Key Terms

Richard Ganahl

Richard J. Ganahl has more than forty years of professional experience as a media publisher and owner, a strategic consultant and a media entrepreneur. He earned his doctorate from the School of Journalism at the University of Missouri. He is a professor in Media and Journalism at Bloomsburg University, Pa. where he founded the Public Relations Student Society Association (PRSSA) chapter. He is a former Visiting Scholar at Yonsei University, South Korea. He is the co-editor with Dr. Louisa Ha of the award winning book Webcasting Worldwide, and the author of the two recently published DO GOOD BETTER, A Value Driven Approach, and Master Mass Comm, A FRESH Approach to Mass Communications. He is an invited member of the PA NewsMedia Association (PNA) Foundation Board of Trustees. He is the founding faculty advisor of BUnow, a pure-play, multi-platform, student managed news site born on the Internet in 2008 with more than 2 million visitors and over 4,000 multi-media stories since its birth on the Internet in 2008.