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!’
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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
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Chapter 3 Public Relations
PR SMR Model: Sender-Medium-Receiver
Research > Strategy > Creative > Tactics
Types of PR: Eight PR Strategies
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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?
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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
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Chapter 6 Sampling
Reliability: Random Samples of Sufficient Size
Sample Design: A Hypothetical Case Study
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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
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Chapter 8 The PR Process
The Big Idea: Why-The Visual Depiction of the Campaign Promise
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Chapter 9 Media Relations
The Press Release: PR’s Ubiquitous Pitch Tool
PR Tactics In Media Relations
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Chapter 10 Crisis Communication
Important Past Crisis Communications Case Studies
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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
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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.