Engaging Public Relations: A Creative Planning Approach
Edition: 5
Copyright: 2018
Pages: 368
Choose Your Format
Ebook
$97.24
Engaging Public Relations: A Creative Planning Approach makes public relations exciting and engaging for your students!
Written by an author with diverse media experiences, this text makes public relations relevant and practical in today’s fast-changing media environment.
Engaging Public Relations: A Creative Planning Approach introduces the reader to the important facts of public relations history, theory, vocabulary, and professional practice by engaging him/her in the creation of a public relations plan that brings the concepts to life.
Engaging Public Relations: A Creative Planning Approach:
- Features a chapter dedicated to Strategic Communication Planning. Written in a flexible format, the publication discusses several different planning formats, including the popular RPIE plan that public relations professionals commonly use today.
- Features dedicated chapters addressing legal issues for PR practitioners, formal planning, and creative problem solving training – essential life skills with which most students have little or no prior experience.
- Is student friendly! The publication includes links to online supplemental resources, review questions, references, worksheets to guide the students, comprehensive glossary to reinforce concepts learned.
- Includes real-world examples of crisis communication such as the BP Oil spill and the Boston Marathon Bombing.
About the Author
Preface
CHAPTER 1 What is Public Relations?
Public Relations is Storytelling
“Stay Thirsty, My Friends”
Hacked Off by Hacking
Torches of Freedom
Why Public Relations Matters
Like Beauty, Public Relations is in the Eye of the Beholder
Perception Versus Reality
Polishing the Truth
Expanding Definition
Both Art and Science
Crisis Communications
Media Relations
The PR Toolbox
Twitter Strategy
Global Thinking
Building Relationships
Conclusion
Review Questions
Chapter References
Other Sources
CHAPTER 2 Public Relations Industry Today
What is Public Relations?
Two-way Exchange
Mutually Beneficial Relationship
Management Function
Deliberate and Planned
Focus on all Publics
Reputation Management
Functions of Public Relations
Public Relations Tactics
Job Titles
Flack and Spin
PR and Publicists
PR and Journalism
PR and Marketing
4 Ps of the Marketing Mix
Branding
Integrated Marketing Communication (IMC)
Role of PR in Organizations
Outsourcing Public Relations
Advantages of PR Firms
Disadvantages of PR Firms
Compensation of PR Firms
Staffing of PR Firms
Global PR Firms
Public Relations Skills
Public Relations Ethics
Public Relations Society of America
Free Flow of Information
Competition
Disclosure of Information
Safeguarding Confidences
Conflicts of Interest
Enhancing the Profession
Violation of the PRSA Code
Criticism of PR Ethics
Licensing
Accreditation (APR)
Other Professional Ethical Codes
Society of Professional Journalists (SPJ)
Online News Association (ONA)
Comparing the Codes
Public Relations Student Society of America (PRSSA)
Public Relations in Other Countries
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 3 Strategic Communication Planning
What Is a Plan?
Four-step RPIE Planning Process
Research
Planning
Implementation
Evaluation
Identifying the Problem
RACE Planning Model
Ketchum Planning Process
Elements of Public Relations Plans
Executive Summary
Situation Analysis
Type of Need
SWOT Analysis
Research
Goals and Objectives
Writing Objectives
Audience
Strategy
Tactics
Common Public Relations Tactics
Calendar (Timetable)
Gantt Chart
Budget
Evaluation
Two Types of Evaluations
The Value of Evaluation
References
Review Questions
Supplemental Resources Online
Chapter References
PR Plan Information Template
Situation Analysis
Objectives
Audience
Strategy
Tactics
Calendar/Timetable
Budget
Evaluation
References
CHAPTER 4 Research and Analytics
Definition of Research
Data Versus Information
Primary and Secondary Research
Secondary Research
Primary Research
Public Opinion Research
Informal Research
Formal Research
Qualitative and Quantitative Research
Qualitative Research
Quantitative Research
Experimental Research and Content Analysis
Populations and Samples
Three Types of Samples
Random Sampling
Systematic Sampling
Quota Sampling
Convenience Sampling
Margin of Error
Reliability and Validity
Reliability
Validity
Sample Questionnaire
Digital Analytics and Metrics
Analytics Versus Metrics
Better Metrics: Likes do not Equal Engagement
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 5 Solving Problems Creatively
Heuristics
Change
Creative People, Products & Process
Creative People
Creative Products
Creative Process
Creative Problem Solving (CPS)
Six Steps of Creative Problem Solving
Three Misconceptions About Creativity
Blocks to Creativity
Brainstorming (Ideation) in Action
Award-Winning Public Relations Campaigns
Celebrating the Super Bowl safely
Eyes and ears for Van Gogh’s Bedrooms
Review Questions
Supplemental Resources Online 1
Chapter References
Exercise 1
Exercise 2
CHAPTER 6 Public Relations Tactics
The Old Meets the New
Earned, Owned & Paid Media
News Releases
The Newsworthiness Test
What is News?
From Snail Mail to Email
Boilerplate Paragraphs
About Whole Foods Market
About Edelman
About Cohn & Wolfe
Fact Sheets
Backgrounders and Position Papers
Letters to the Editor
Op-Ed Articles
Columns
Media Kits
Newsletters
Company Magazines
Brochures and Fliers
Annual Reports
Media Advisories (or Media Alerts)
Media Advisory Format
PSAs and VNRs
Creating PSAs and VNRs
Cable TV
Digital Video
Product Placement
Viral Marketing
Speechwriting
Top 10 speeches ever?
Know Your Audience
Chapter References
Other Sources
Questions
CHAPTER 7 Social Media: Word Travels Fast
Everyone’s a Gatekeeper
Instant Plays and Replays
Internet Users: Lost in Space
Innovators in Communications
“The Whole World is Watching . . .” Well, Maybe.
Many Voices on Stage
CASE STUDY: Man Lives in IKEA
Strategies for Facebook
Plug into the Process
CASE STUDY: “Go Bananas After Dark”
Content
Clear, Factual, Useful, Relevant
Target Audiences
“Tweet with a Purpose”
Search Engine Optimization
Staying Alert
CASE STUDY: American Airlines 30th Anniversary of AAdvantage loyalty program “Tweet to Win 30K Miles”
CASE STUDY: Network Solutions: “GoDaddy Parody Super Bowl Media Blitz”
CASE STUDY: H1N1 “Swine Flu”
CASE STUDY: Rev up the Accordion
Conclusion
Chapter References
Other Sources
Chapter Exercises
CHAPTER 8 Public Relations Writing
Nothing is More Important
Biased by Design
The “Get to the Point” Profession
Basic Rules of Writing for Public Relations
AP Style as a Standard
Using Numbers
Using Commas
Using Titles
Other Common Rules for Speech and Writing
Headlines Need a Verb
Wordiness
Watch Redundancies Over and Over and Over Again
Fumbling Over Words
Ease Away from “ese”
Euphemisms and Acronyms
Keep Your Eyes on the “ize”
Persuasive Writing
Propaganda or Persuasion
Flesch-Kincaid Readability Statistics
Good Writing for Email and the New Media
Email Subject Line
When Writing Email
The “From” Field
Use Care Before Pressing “Send”
Social Media Etiquette
Final Writing Checklist
Writing Advice from Professionals: Th e Last Word
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 9 Layout and Design
More and Colorful News in Less Space
Creating Collateral Material
Stages of Layout
Visual Language
Headlines
The PR Process Applies to Design, Too
Text Size
Readability and Legibility
Leading
Kerning
Font Styles and Use
Reverse Type
White Space
Bleed
Text as a Design Element
Cutlines, Readouts or Pull Quotes
Layout and Design
Balance
Contrast
Flow or Movement
Images
Blogs and Websites
Doitbetter.com Did It Better in 3Q
Design Directs the Reader’s Eye
There’s a Template for That
Conclusion
Review Questions
Supplemental Resources Online
Chapter References
Exercises
CHAPTER 10 Media Relations
Traditional Media
New Media
Adapt or Perish
The Value of Getting in Print
Large Value in Small Publications
Features: The Story Behind the Story
The Windup and the Pitch: Courting the Media
News Release Distribution Services
The Oral Pitch
Media Lists
Scheduling Meetings, Interviews With Key Sources
Respecting the Time of Editors, Reporters
Orbiting the Blogosphere
Keeping a Clipbook
Media Branding Analysis
CASE STUDY: Madame Tussaud’s Wax Museum
Results
Milestones Make News
CASE STUDY: Barbie’s 50th Anniversary
CASE STUDY: Allstate “Keep the Drive”
Results
When Things Go Horribly Wrong
Come Clean: Mea Culpa Statements
A Public Relations Bogey
One Serious “Late Night”
News Conferences
Press Parties
Press Tours (Media Tours)
Interviews
References
Resources
Quiz—Chapter 10
CHAPTER 11 Crisis Communications
Two Parts of Crisis Management
Natural Disasters
Human Disasters
Quickly, Accurately and Truthfully
B.G. – Before digital
BP Gulf Oil Spill
Social Media
Chrysler Group
Boston Marathon Bombing
Mea Culpa
Tiger Woods
David Letterman
CONCLUSION: Expect the Unexpected
Review questions
Supplemental Resources Online
Chapter References
CHAPTER 12 Evolution of the Public Relations Industry
Early History
Industrial Revolution
Three Pioneers of Public Relations
Phineas T. Barnum
Ivy Lee
Edward Bernays
World Wars
Corporate Public Relations
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 13 Communication and Persuasion Process
Definitions
Goals of Communication
SMCR Model
Barriers to Communication
Exposure
Attention
Perception
Retention
Acceptance, Attitude Change and Action
Hypodermic Needle Theory
Uses and Gratifi cations Theory
Persuasion
Aristotle
Ethos
Logos
Pathos
Elaboration Likelihood Model
Suggestions for Effective Persuasion
Central Route
Peripheral Route
Agenda Setting Theory
Media Dependency Theory
Framing Theory
13 Common News Story Frames
Models of Public Relations
Press Agentry or Publicity Model
Public Information Model
One-way Asymmetric Model
Two-way Symmetric Model
Propaganda
Media Literacy Questions
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 14 Legal Issues for Public Relations Practitioners
Potential Legal Problems
First Amendment
Confidentiality
Libel
False Statement
Identification
Publication
Fault
Damages
Libel Defenses
Herbert v. Lando
Privacy
Appropriation
Intrusion
Disclosure of Private Facts
False Light
Defenses to Privacy
Intellectual Property
Copyright
Fair Use Doctrine
Photographs
SOPA and PROTECT IP Act
Trademark
Protecting Material
Securities and Exchange Commission
Timely Disclosure
Insider Trading
Quiet Registration Period
Sarbanes-Oxley
Social Media Issues
Who Owns Your Social Media Sites?
First Amendment Exclusions
Conflicting Advice from PR and Legal Counselors
Review Questions
Supplemental Resources Online
Chapter References
Glossary of Terms
Index
Charles Kaufman is a senior lecturer at Texas State University in the School of Journalism and Mass Communication. He is also the faculty adviser for the School’s student-run public relations and mass communications firm and Texas State’s PRSSA Bateman National Case Study team. Before joining Texas State full-time, he founded Kaufman Communications, a public relations, corporate communications and media relations firm in Austin, Texas. In 1976, he began a fulltime, 18-year newspaper career that took him from The Fort Worth Star-Telegram and the Arkansas Gazette to the Austin AmericanStatesman, where he held the position of business editor. Subsequently, he served the newspaper as its assistant marketing services director. He was also a freelance columnist for SportsWeek magazine of The New York Post, the Sports Market Report, and the Texas Bar Journal. In addition to Ideapower, Mr. Kaufman co-authored “Engaging Public Relations: A Creative Planning Approach” (Kendall Hunt). He’s also contributed articles in “National Pastime,” a publication of the Society of American Baseball Research; and “Materials and Cases on Law Practice Management,” published by Lexis, Nexis through Wake Forest University, and numerous articles in various other publications. Mr. Kaufman holds a Master of Science in Journalism from Northwestern University’s Medill School of Journalism, and a Bachelor of Journalism degree from The University of Texas at Austin.
Engaging Public Relations: A Creative Planning Approach makes public relations exciting and engaging for your students!
Written by an author with diverse media experiences, this text makes public relations relevant and practical in today’s fast-changing media environment.
Engaging Public Relations: A Creative Planning Approach introduces the reader to the important facts of public relations history, theory, vocabulary, and professional practice by engaging him/her in the creation of a public relations plan that brings the concepts to life.
Engaging Public Relations: A Creative Planning Approach:
- Features a chapter dedicated to Strategic Communication Planning. Written in a flexible format, the publication discusses several different planning formats, including the popular RPIE plan that public relations professionals commonly use today.
- Features dedicated chapters addressing legal issues for PR practitioners, formal planning, and creative problem solving training – essential life skills with which most students have little or no prior experience.
- Is student friendly! The publication includes links to online supplemental resources, review questions, references, worksheets to guide the students, comprehensive glossary to reinforce concepts learned.
- Includes real-world examples of crisis communication such as the BP Oil spill and the Boston Marathon Bombing.
About the Author
Preface
CHAPTER 1 What is Public Relations?
Public Relations is Storytelling
“Stay Thirsty, My Friends”
Hacked Off by Hacking
Torches of Freedom
Why Public Relations Matters
Like Beauty, Public Relations is in the Eye of the Beholder
Perception Versus Reality
Polishing the Truth
Expanding Definition
Both Art and Science
Crisis Communications
Media Relations
The PR Toolbox
Twitter Strategy
Global Thinking
Building Relationships
Conclusion
Review Questions
Chapter References
Other Sources
CHAPTER 2 Public Relations Industry Today
What is Public Relations?
Two-way Exchange
Mutually Beneficial Relationship
Management Function
Deliberate and Planned
Focus on all Publics
Reputation Management
Functions of Public Relations
Public Relations Tactics
Job Titles
Flack and Spin
PR and Publicists
PR and Journalism
PR and Marketing
4 Ps of the Marketing Mix
Branding
Integrated Marketing Communication (IMC)
Role of PR in Organizations
Outsourcing Public Relations
Advantages of PR Firms
Disadvantages of PR Firms
Compensation of PR Firms
Staffing of PR Firms
Global PR Firms
Public Relations Skills
Public Relations Ethics
Public Relations Society of America
Free Flow of Information
Competition
Disclosure of Information
Safeguarding Confidences
Conflicts of Interest
Enhancing the Profession
Violation of the PRSA Code
Criticism of PR Ethics
Licensing
Accreditation (APR)
Other Professional Ethical Codes
Society of Professional Journalists (SPJ)
Online News Association (ONA)
Comparing the Codes
Public Relations Student Society of America (PRSSA)
Public Relations in Other Countries
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 3 Strategic Communication Planning
What Is a Plan?
Four-step RPIE Planning Process
Research
Planning
Implementation
Evaluation
Identifying the Problem
RACE Planning Model
Ketchum Planning Process
Elements of Public Relations Plans
Executive Summary
Situation Analysis
Type of Need
SWOT Analysis
Research
Goals and Objectives
Writing Objectives
Audience
Strategy
Tactics
Common Public Relations Tactics
Calendar (Timetable)
Gantt Chart
Budget
Evaluation
Two Types of Evaluations
The Value of Evaluation
References
Review Questions
Supplemental Resources Online
Chapter References
PR Plan Information Template
Situation Analysis
Objectives
Audience
Strategy
Tactics
Calendar/Timetable
Budget
Evaluation
References
CHAPTER 4 Research and Analytics
Definition of Research
Data Versus Information
Primary and Secondary Research
Secondary Research
Primary Research
Public Opinion Research
Informal Research
Formal Research
Qualitative and Quantitative Research
Qualitative Research
Quantitative Research
Experimental Research and Content Analysis
Populations and Samples
Three Types of Samples
Random Sampling
Systematic Sampling
Quota Sampling
Convenience Sampling
Margin of Error
Reliability and Validity
Reliability
Validity
Sample Questionnaire
Digital Analytics and Metrics
Analytics Versus Metrics
Better Metrics: Likes do not Equal Engagement
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 5 Solving Problems Creatively
Heuristics
Change
Creative People, Products & Process
Creative People
Creative Products
Creative Process
Creative Problem Solving (CPS)
Six Steps of Creative Problem Solving
Three Misconceptions About Creativity
Blocks to Creativity
Brainstorming (Ideation) in Action
Award-Winning Public Relations Campaigns
Celebrating the Super Bowl safely
Eyes and ears for Van Gogh’s Bedrooms
Review Questions
Supplemental Resources Online 1
Chapter References
Exercise 1
Exercise 2
CHAPTER 6 Public Relations Tactics
The Old Meets the New
Earned, Owned & Paid Media
News Releases
The Newsworthiness Test
What is News?
From Snail Mail to Email
Boilerplate Paragraphs
About Whole Foods Market
About Edelman
About Cohn & Wolfe
Fact Sheets
Backgrounders and Position Papers
Letters to the Editor
Op-Ed Articles
Columns
Media Kits
Newsletters
Company Magazines
Brochures and Fliers
Annual Reports
Media Advisories (or Media Alerts)
Media Advisory Format
PSAs and VNRs
Creating PSAs and VNRs
Cable TV
Digital Video
Product Placement
Viral Marketing
Speechwriting
Top 10 speeches ever?
Know Your Audience
Chapter References
Other Sources
Questions
CHAPTER 7 Social Media: Word Travels Fast
Everyone’s a Gatekeeper
Instant Plays and Replays
Internet Users: Lost in Space
Innovators in Communications
“The Whole World is Watching . . .” Well, Maybe.
Many Voices on Stage
CASE STUDY: Man Lives in IKEA
Strategies for Facebook
Plug into the Process
CASE STUDY: “Go Bananas After Dark”
Content
Clear, Factual, Useful, Relevant
Target Audiences
“Tweet with a Purpose”
Search Engine Optimization
Staying Alert
CASE STUDY: American Airlines 30th Anniversary of AAdvantage loyalty program “Tweet to Win 30K Miles”
CASE STUDY: Network Solutions: “GoDaddy Parody Super Bowl Media Blitz”
CASE STUDY: H1N1 “Swine Flu”
CASE STUDY: Rev up the Accordion
Conclusion
Chapter References
Other Sources
Chapter Exercises
CHAPTER 8 Public Relations Writing
Nothing is More Important
Biased by Design
The “Get to the Point” Profession
Basic Rules of Writing for Public Relations
AP Style as a Standard
Using Numbers
Using Commas
Using Titles
Other Common Rules for Speech and Writing
Headlines Need a Verb
Wordiness
Watch Redundancies Over and Over and Over Again
Fumbling Over Words
Ease Away from “ese”
Euphemisms and Acronyms
Keep Your Eyes on the “ize”
Persuasive Writing
Propaganda or Persuasion
Flesch-Kincaid Readability Statistics
Good Writing for Email and the New Media
Email Subject Line
When Writing Email
The “From” Field
Use Care Before Pressing “Send”
Social Media Etiquette
Final Writing Checklist
Writing Advice from Professionals: Th e Last Word
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 9 Layout and Design
More and Colorful News in Less Space
Creating Collateral Material
Stages of Layout
Visual Language
Headlines
The PR Process Applies to Design, Too
Text Size
Readability and Legibility
Leading
Kerning
Font Styles and Use
Reverse Type
White Space
Bleed
Text as a Design Element
Cutlines, Readouts or Pull Quotes
Layout and Design
Balance
Contrast
Flow or Movement
Images
Blogs and Websites
Doitbetter.com Did It Better in 3Q
Design Directs the Reader’s Eye
There’s a Template for That
Conclusion
Review Questions
Supplemental Resources Online
Chapter References
Exercises
CHAPTER 10 Media Relations
Traditional Media
New Media
Adapt or Perish
The Value of Getting in Print
Large Value in Small Publications
Features: The Story Behind the Story
The Windup and the Pitch: Courting the Media
News Release Distribution Services
The Oral Pitch
Media Lists
Scheduling Meetings, Interviews With Key Sources
Respecting the Time of Editors, Reporters
Orbiting the Blogosphere
Keeping a Clipbook
Media Branding Analysis
CASE STUDY: Madame Tussaud’s Wax Museum
Results
Milestones Make News
CASE STUDY: Barbie’s 50th Anniversary
CASE STUDY: Allstate “Keep the Drive”
Results
When Things Go Horribly Wrong
Come Clean: Mea Culpa Statements
A Public Relations Bogey
One Serious “Late Night”
News Conferences
Press Parties
Press Tours (Media Tours)
Interviews
References
Resources
Quiz—Chapter 10
CHAPTER 11 Crisis Communications
Two Parts of Crisis Management
Natural Disasters
Human Disasters
Quickly, Accurately and Truthfully
B.G. – Before digital
BP Gulf Oil Spill
Social Media
Chrysler Group
Boston Marathon Bombing
Mea Culpa
Tiger Woods
David Letterman
CONCLUSION: Expect the Unexpected
Review questions
Supplemental Resources Online
Chapter References
CHAPTER 12 Evolution of the Public Relations Industry
Early History
Industrial Revolution
Three Pioneers of Public Relations
Phineas T. Barnum
Ivy Lee
Edward Bernays
World Wars
Corporate Public Relations
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 13 Communication and Persuasion Process
Definitions
Goals of Communication
SMCR Model
Barriers to Communication
Exposure
Attention
Perception
Retention
Acceptance, Attitude Change and Action
Hypodermic Needle Theory
Uses and Gratifi cations Theory
Persuasion
Aristotle
Ethos
Logos
Pathos
Elaboration Likelihood Model
Suggestions for Effective Persuasion
Central Route
Peripheral Route
Agenda Setting Theory
Media Dependency Theory
Framing Theory
13 Common News Story Frames
Models of Public Relations
Press Agentry or Publicity Model
Public Information Model
One-way Asymmetric Model
Two-way Symmetric Model
Propaganda
Media Literacy Questions
Review Questions
Supplemental Resources Online
Chapter References
CHAPTER 14 Legal Issues for Public Relations Practitioners
Potential Legal Problems
First Amendment
Confidentiality
Libel
False Statement
Identification
Publication
Fault
Damages
Libel Defenses
Herbert v. Lando
Privacy
Appropriation
Intrusion
Disclosure of Private Facts
False Light
Defenses to Privacy
Intellectual Property
Copyright
Fair Use Doctrine
Photographs
SOPA and PROTECT IP Act
Trademark
Protecting Material
Securities and Exchange Commission
Timely Disclosure
Insider Trading
Quiet Registration Period
Sarbanes-Oxley
Social Media Issues
Who Owns Your Social Media Sites?
First Amendment Exclusions
Conflicting Advice from PR and Legal Counselors
Review Questions
Supplemental Resources Online
Chapter References
Glossary of Terms
Index
Charles Kaufman is a senior lecturer at Texas State University in the School of Journalism and Mass Communication. He is also the faculty adviser for the School’s student-run public relations and mass communications firm and Texas State’s PRSSA Bateman National Case Study team. Before joining Texas State full-time, he founded Kaufman Communications, a public relations, corporate communications and media relations firm in Austin, Texas. In 1976, he began a fulltime, 18-year newspaper career that took him from The Fort Worth Star-Telegram and the Arkansas Gazette to the Austin AmericanStatesman, where he held the position of business editor. Subsequently, he served the newspaper as its assistant marketing services director. He was also a freelance columnist for SportsWeek magazine of The New York Post, the Sports Market Report, and the Texas Bar Journal. In addition to Ideapower, Mr. Kaufman co-authored “Engaging Public Relations: A Creative Planning Approach” (Kendall Hunt). He’s also contributed articles in “National Pastime,” a publication of the Society of American Baseball Research; and “Materials and Cases on Law Practice Management,” published by Lexis, Nexis through Wake Forest University, and numerous articles in various other publications. Mr. Kaufman holds a Master of Science in Journalism from Northwestern University’s Medill School of Journalism, and a Bachelor of Journalism degree from The University of Texas at Austin.