Public Relations Management: A Team-Based Approach

Acknowledgments

Introduction 

Chapter 1—Practicing Excellent and Ethical Public Relations 

Chapter 2—Developing and Managing Effective Public Relations Teams

Chapter 3—The Client Relationship: Preparation, Anticipation, and Education

Chapter 4—Preparing and Proposing a Public Relations Plan 

Chapter 5—Build It, But Will They Come? Persuasion, Creativity, and Newsworthiness 

Chapter 6—Writing the Public Relations Plan: Step 1 Research 

Chapter 7—Writing the Public Relations Plan: Step 2 Planning 

Chapter 8—Writing the Public Relations Plan: Step 3 Implementation 

Chapter 9—Writing the Public Relations Plan: Step 4 Evaluation 

Chapter 10—Reporting the Public Relations Program Results 

Chapter 11—Preparing and Delivering Professional Presentations

Chapter 12 - A Team-Based Approach to Professional Consultation

Appendix 1.1 Ethical Codes of Major Professional Organizations

Appendix 1.2 The Page Principles

Appendix 2.1 Team Charter Template

Appendix 2.2 Communication Style Inventory

Appendix 3.1 Agreement for Services [Template]

Appendix 3.2 Service Hours Reporting Form

Appendix 4.1 Request for Proposals (RFP)

Appendix 4.2 Request for Proposal (Sample) 

Appendix 4.3 Executive Summary (Sample)

Appendix 4.4 Letter of Transmittal (Sample)

Appendix 4.5 Recommended Structure Public Relations Proposal/ Plan/Program Report

Glossary

Bibliography

"This book is the perfect companion for a PR agency course. It is thoughtfully put together, beautifully organized and full of practical content. The research-based advice, as well as the amount of detail provided, is spot on, and the "tying it all together” sections provide opportunities for students to link the chapter’s key topics and ideas. It's full of real-world examples that illustrate the concepts, and the text never forgets to talk to the students right where they are. The “reflect and review” questions at the end of each chapter provide a launchpad for students to implement the content right away. Well done!"

Prof. Betsy A. Hays, APR, Fellow PRSA 
AD/PR Professor, Department of Media, Communications
& Journalism
Faculty Director of Career Readiness
Humanities Internship Program Coordinator
Johanson Entrepreneurship Fellow
California State University, Fresno

"First, I wanted to just say how impressed I was with just the two chapters I read.  There was so much information within these chapters; it blew me away to think of how much effort you have put into the task.  For me, a textbook has to hit the right balance between effectively covering a broad scope of information while still doing more than just “covering the surface” of the material. It’s difficult to find the right balance between “breadth and depth,” and you seem to have found a formula that works.

In reviewing the chapters, I tried to approach things from two different perspectives.  First, I tried to read the material as a student or someone who wasn’t extremely familiar with the concepts and the study of PR.  In doing so, I wanted to see if the material was easy to grasp and follow for a “novice” to the practice of PR.  I know students in an agency class are further along than a “novice,” but nonetheless they sometimes need reminders/refreshers of some basic concepts.  Again, I thought you addressed this well, but I did have suggestions in a few instances where just a few additional refreshers would help.

I also tried to approach the material as a teacher to see if and how this could fit within my agency class.  Admittedly, the book should appeal to more than just me and my class; but wanted to give you that personal perspective based on my teaching approach and learning objectives.  You’ll see with some of my comments in the pdf that I have actually picked up some great tips on how to reinforce concepts that are sometimes challenging to me as a teacher, so thank you and “well done!”  I also want to explain that my approach to teaching PR is to create that distinction between paid media and earned media.  I know that one trend is a move towards Integrated Marketing Communications (which I like, by the way), but in the classroom I reinforce the paid vs. earned distinction.  In my agency class, for example, students don’t incorporate paid media with any of their campaigns.  The main reason for this is that—at KSU—the PR major is in the School of Communication and Media and the Advertising major is in the School of Business. As such, PR students don’t always have the exposure to advertising principles, and there is a bit of a wall between the two courses of study.  There are good points and bad points to this approach, but that’s just how we do it here.  Because of this, you’ll see that I have made some comments regarding your discussion in Chapter 5 about paid, earned, and owned media.  Just be aware that my comments are not a criticism as to how you have approached this topic; I see the value of exposing students to the IMC approach.  However, I wanted you to be aware that there are some agencies that are PR-focused, and for those classes, it may be helpful to address if, when and how to incorporate paid media in campaign plans."

Tom Vizcarrondo, Ph.D.
Associate Professor
School of Communication and Media
Social Sciences Building
MD-2207
Kennesaw State University

Chapter 5 Build It, but Will They Come? Persuasion, Creativity, and Newsworthiness