ideapower: A Practical Guide to Building Winning Public Relations Campaigns
Edition: 2
Copyright: 2020
Pages: 184
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ideapower aims to stimulate learning, develop creative and strategic thinking, and to build an assortment of useful skills that will help the reader reach campaign and career goals. It combines public relations theory with practical discussions about multistep processes that will boost conceiving, planning, and executing campaigns; and achieve impressions, outcomes, and other measurements of success for clients. Uniquely, ideapower also addresses practical issues and behaviors that are often overlooked in PR campaigns textbooks. Hence, readers will learn about leadership, group dynamics, time management, and event planning. These are skills that must be learned but, more importantly, practiced.
ideapower is an ideal resource for classes that are practically oriented, those that plan and implement an actual campaign for a real client, often an appreciative and worthwhile nonprofit organization. Therefore, this book is more of a guide or a playbook than a textbook. The voices in this textbook also are largely from practicing public relations experts and, to a lesser extent, from academia.
ideapower also uses summaries of case studies and other examples that budding practitioners will find both relevant and entertaining. The cases explain, for example, PR campaign methodology through scores of examples such as “Geek Squad’s Star Wars Moment” or Dole Fresh Fruit’s “Go Bananas after Dark.”
Acknowledgments
About the Author
Introduction
Chapter One The Big Picture
Building Relationships
Keeping the Focus
Beyond the Process
Relationships Take Time
Relationships with Media
On the Job
Win the Media, Win the Game
PR but Not a PR Problem: Chile Miners Rescued
New Technology, New Era
The Need for Vision
Planning
Further Reading
Resources
Chapter 1 Quiz
Chapter Two The Public Relations Process
Identifying the Problem
Research: Understanding Issues, Jumpstarting the Process
Email Surveys Attaining Junk Status
Systematic Sampling
Secondary Research
Social Media Research Tools
Identifying Publics
Demographics
Psychographics
SWOT Analysis
Making a Census Count
Objectives: Measurable Results by a Deadline
Strategies
Always a Strategy: Media
Building a Brand
Building on Celebrity
Tactics
Results: Remember the Force
Evaluation: Measuring the Results
Two Ways of Looking at the Evaluation Process
Exercise
Further Reading
Resources
Chapter 2 Quiz
Chapter Three The Plan: Roadmap for the Campaign, Outline for the Case Study
Short- and Long-term Planning
The Plan: Getting from Point A to Point B
Scope of the Campaign
Threats: Playing Defense
Making Budgets Work
Evaluation: Outcomes
Reminder: Pay Attention to the Plan
Writing the PR Case Study
Further Reading
Resources
Chapter 3 Quiz
Chapter Four Leadership
Born or Made?
Common Leadership Traits
Different Leadership Styles
The Importance of Emotional Intelligence
Followers
The Generations
Followers as Leaders: The Art of Empowerment
Coaches and Mentoring
Teamwork
Effective/Ineffective
Further Reading
Resources
Chapter 4 Quiz
Chapter Five Teamwork—Time to Pull Together
Why Teams Fail
Team Chemistry
Discuss: What Kind of Person Are You?
Organizational Structures: Horizontal, Vertical
McGregor’s X–Y Theory
Don’t Forget the Client in Team Decisions
Clear Communication
The Art of Delegating
Motivation: Work to Exceed Your Goals
From the Workplace to the Football Field
Other Voices
Group Exercises
Further Reading
Resources
Chapter 5 Quiz
Chapter Six Time Management
Managing Time Is a Skill
Planning
Charting Progress
Prioritizing
“The 80–20 Rule”
Stay on Task: Procrastination and Plan B
Time-Tested Advice: Don’t Procrastinate
Well-Worn Excuses
Managing Email
Further Reading
Resources
Chapter 6 Quiz
Chapter Seven Events—Create Something Spectacular
A Human Touch to Making News
Super Bowls and Other Spectacles
Star Power and Big Business
Star Power and Nonprofit Organizations
Corporate Culture: Mickey, Minnie, Donald, and Goofy
Events in the Pink
A Tasty Piece of Fruit
Go Army
Common Gatherings
Planning a Meeting
Programming
Promotional Products: Big for Branding, Collectible Characters
The Economics of Cross-Promotional Giveaways
Conclusion
Further Reading
Resources
Chapter 7 Quiz
Chapter Eight Social Media: Everyone’s a Gulliver and a Gutenberg
“. . . It’s a Little Blue Bird.”
One-Two Punch
Innovators in Communications
“Faster Than a Speeding Bullet . . .”
“The Whole World Is Watching . . .”
Strategies for Facebook
Content
Why Stop at the Conversation? Join the Game
Facebook versus Twitter
Target Audiences
“Tweet with a Purpose”
Search Engine Optimization
Conclusion
Further Reading
Resources
Chapter 8 Quiz
Chapter Nine Media Relations
Adapt or Perish
The Value of Getting in Print
Large Value in Small Publications
The Windup and the Pitch: Courting the Media
The Oral Pitch
Media Lists
Scheduling Meetings, Interviews with Key Sources
Respecting the Time of Editors, Reporters
Orbiting the Blogosphere
Keeping a Clip Book
Media Branding Analysis
When Things Go Horribly Wrong
Mea Culpa Statements
A Public Relations Bogey
One Serious “Late Night”
Conclusion
Further Reading
Resources
Chapter 9 Quiz
Glossary
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.
ideapower aims to stimulate learning, develop creative and strategic thinking, and to build an assortment of useful skills that will help the reader reach campaign and career goals. It combines public relations theory with practical discussions about multistep processes that will boost conceiving, planning, and executing campaigns; and achieve impressions, outcomes, and other measurements of success for clients. Uniquely, ideapower also addresses practical issues and behaviors that are often overlooked in PR campaigns textbooks. Hence, readers will learn about leadership, group dynamics, time management, and event planning. These are skills that must be learned but, more importantly, practiced.
ideapower is an ideal resource for classes that are practically oriented, those that plan and implement an actual campaign for a real client, often an appreciative and worthwhile nonprofit organization. Therefore, this book is more of a guide or a playbook than a textbook. The voices in this textbook also are largely from practicing public relations experts and, to a lesser extent, from academia.
ideapower also uses summaries of case studies and other examples that budding practitioners will find both relevant and entertaining. The cases explain, for example, PR campaign methodology through scores of examples such as “Geek Squad’s Star Wars Moment” or Dole Fresh Fruit’s “Go Bananas after Dark.”
Acknowledgments
About the Author
Introduction
Chapter One The Big Picture
Building Relationships
Keeping the Focus
Beyond the Process
Relationships Take Time
Relationships with Media
On the Job
Win the Media, Win the Game
PR but Not a PR Problem: Chile Miners Rescued
New Technology, New Era
The Need for Vision
Planning
Further Reading
Resources
Chapter 1 Quiz
Chapter Two The Public Relations Process
Identifying the Problem
Research: Understanding Issues, Jumpstarting the Process
Email Surveys Attaining Junk Status
Systematic Sampling
Secondary Research
Social Media Research Tools
Identifying Publics
Demographics
Psychographics
SWOT Analysis
Making a Census Count
Objectives: Measurable Results by a Deadline
Strategies
Always a Strategy: Media
Building a Brand
Building on Celebrity
Tactics
Results: Remember the Force
Evaluation: Measuring the Results
Two Ways of Looking at the Evaluation Process
Exercise
Further Reading
Resources
Chapter 2 Quiz
Chapter Three The Plan: Roadmap for the Campaign, Outline for the Case Study
Short- and Long-term Planning
The Plan: Getting from Point A to Point B
Scope of the Campaign
Threats: Playing Defense
Making Budgets Work
Evaluation: Outcomes
Reminder: Pay Attention to the Plan
Writing the PR Case Study
Further Reading
Resources
Chapter 3 Quiz
Chapter Four Leadership
Born or Made?
Common Leadership Traits
Different Leadership Styles
The Importance of Emotional Intelligence
Followers
The Generations
Followers as Leaders: The Art of Empowerment
Coaches and Mentoring
Teamwork
Effective/Ineffective
Further Reading
Resources
Chapter 4 Quiz
Chapter Five Teamwork—Time to Pull Together
Why Teams Fail
Team Chemistry
Discuss: What Kind of Person Are You?
Organizational Structures: Horizontal, Vertical
McGregor’s X–Y Theory
Don’t Forget the Client in Team Decisions
Clear Communication
The Art of Delegating
Motivation: Work to Exceed Your Goals
From the Workplace to the Football Field
Other Voices
Group Exercises
Further Reading
Resources
Chapter 5 Quiz
Chapter Six Time Management
Managing Time Is a Skill
Planning
Charting Progress
Prioritizing
“The 80–20 Rule”
Stay on Task: Procrastination and Plan B
Time-Tested Advice: Don’t Procrastinate
Well-Worn Excuses
Managing Email
Further Reading
Resources
Chapter 6 Quiz
Chapter Seven Events—Create Something Spectacular
A Human Touch to Making News
Super Bowls and Other Spectacles
Star Power and Big Business
Star Power and Nonprofit Organizations
Corporate Culture: Mickey, Minnie, Donald, and Goofy
Events in the Pink
A Tasty Piece of Fruit
Go Army
Common Gatherings
Planning a Meeting
Programming
Promotional Products: Big for Branding, Collectible Characters
The Economics of Cross-Promotional Giveaways
Conclusion
Further Reading
Resources
Chapter 7 Quiz
Chapter Eight Social Media: Everyone’s a Gulliver and a Gutenberg
“. . . It’s a Little Blue Bird.”
One-Two Punch
Innovators in Communications
“Faster Than a Speeding Bullet . . .”
“The Whole World Is Watching . . .”
Strategies for Facebook
Content
Why Stop at the Conversation? Join the Game
Facebook versus Twitter
Target Audiences
“Tweet with a Purpose”
Search Engine Optimization
Conclusion
Further Reading
Resources
Chapter 8 Quiz
Chapter Nine Media Relations
Adapt or Perish
The Value of Getting in Print
Large Value in Small Publications
The Windup and the Pitch: Courting the Media
The Oral Pitch
Media Lists
Scheduling Meetings, Interviews with Key Sources
Respecting the Time of Editors, Reporters
Orbiting the Blogosphere
Keeping a Clip Book
Media Branding Analysis
When Things Go Horribly Wrong
Mea Culpa Statements
A Public Relations Bogey
One Serious “Late Night”
Conclusion
Further Reading
Resources
Chapter 9 Quiz
Glossary
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.