Public Relations Management: A Team-Based Approach

Author(s): Diane F. Witmer, Douglas J Swanson

Edition: 3

Copyright: 2021

Pages: 236


Details: Print Product |

Emerging communication technologies continue to affect the practice of public relations…..

Public Relations Management: A Team Based Approach by Diane F. Witmer features discussions of these new developments, including social media and the Internet. Unique to the market, Public Relations Management: A Team Based Approach addresses the team structure in which public relations is typically practiced.

Public Relations Management: A Team Based Approach:

  • Includes learning objectives, reflection exercises, and a full index and glossary. 
  • Provides practical examples, full texts of professional ethical standards, a general template and language for a public relations proposal, illustrations, and more to effectively address the needs of upper-division Public Relations Management students and entry-level practitioners. 
  • Features a refresher on what public relations is and does, as well as the ethical imperatives of public relations. 
  • Describes fundamental concepts of small group dynamics, the development and management of effective public relations teams, and team-driven public relations projects. 
  • Demonstrates the ways in which key theories and models inform the practice of public relations. 
  • Explains step-by-step development of a public relations plan, presentation of a formal public relations proposal, program implementation and evaluation, and reporting a program's measured success.
  • Resources include PowerPoint® slides and a test bank.




Terms Used in This Book
The Client
Publics or Audiences?
Strategies, Tactics, and Tools
Media (and Nonmedia) Materials
Chapter Overview
Additional Materials in This Text

Chapter 1—Practicing Excellent and Ethical Public Relations
Learning Objectives
Public Relations: The Emphasis is on RELATIONships
Systems Theory in a Nutshell
Organizations as Social Systems
Understanding the Process of Communication
One-Way Communication Models
Two-Way Communication Models
Ethics in Public Relations
The Four-Step Public Relations Process
Tying It All Together
Reflect and Review

Chapter 2—Developing and Managing Effective Public
Relations Teams
Learning Objectives
Teamwork or Groupwork?
Synergistic Teamwork
Selecting Team Members
Diversity Makes a Team Strong and Well-Rounded
Similarities Make a Team Cohesive and Functional
Other Considerations for Building Synergistic Teams
The Life Cycles of Teams
Managing Public Relations Teams
Establishing Team Norms
Conducting Team Meetings
Managing Team Attitudes
Managing Team Conflict
Tying It All Together
Reflect and Review
Communication Style Inventory
Communication Style Answer Sheet
General Characteristics of the Four Communication Styles

Chapter 3—The Client Relationship: Preparation, Anticipation, and Education
Learning Objectives
Preparing for the Client Relationship
Anticipating Change
Educating the Client
Tying It All Together
Reflect and Review

Chapter 4—Preparing and Proposing a Public Relations Plan
Learning Objectives
Structuring the Public Relations Plan
Incorporating the Public Relations Plan into a Formal Proposal of Work
Proposal Section I: Introduction
Proposal Section IV: Qualifications
Proposal Section V: Appendix
Additional Proposal Materials: Letter of Transmittal and Executive Summary
The Letter of Transmittal
The Executive Summary
Tying It All Together
Reflect and Review

Chapter 5—Build It, But Will They Come? Persuasion, Creativity, and Newsworthiness
Learning Objectives
Persuasion in Public Relations
Persuasion Theory
Grunig’s Situational Theory of Publics
Persuasive Strategy: Developing the “Big Idea”
Tying It All Together
Reflect and Review

Chapter 6—Writing the Public Relations Plan: Step 1 Research
Learning Objectives
The Language of Research
Formative and Summative Research
Primary and Secondary Research
Qualitative and Quantitative Research
Reliability, Validity, and Generalizability
Finding the Answers to Your Questions
Conducting Secondary Research
How to Do Effective Searches
Tips for Evaluating Resources
Finding Information About Organizations
Finding Information About Potential Publics
Finding Information About Media
Conducting Primary Research
Sampling Methods
Qualitative Research Methods
Quantitative Research Methods
Writing the Research Section of the PR Plan
Tying It All Together
Reflect and Review

Chapter 7—Writing the Public Relations Plan: Step 2 Planning
Learning Objectives
Establishing and Writing Goals and Objectives
Writing Public Relations Goals
Writing Public Relations Objectives
Identifying PR Goals and Objectives
Developing the Key Messages
Understanding Primary and Secondary Publics
Key Messages Are Not Tag Lines
Use a Planning Checklist
Tying It All Together
Reflect and Review
Chapter 7 References

Chapter 8—Writing the Public Relations Plan: Step 3 Implementation
Learning Objectives
Defining and Describing the Strategies
Beyond the News Release: Selecting Effective Tactics and Tools
Selecting Appropriate Tactics
Selecting Appropriate Tools
The Public Relations Program Timeline
The Public Relations Program Budget
Staffing-Related Costs
Employee Salaries
Consultants/Professional Fees
Direct Program Costs
Publications/Controlled Media
General: Distribution/Communication Expense
General: Travel and Entertainment
Tying It All Together
Reflect and Review

Chapter 9—Writing the Public Relations Plan: Step 4 Evaluation
Learning Objectives
Establishing Evaluation Standards
Establishing Evaluation Methods
Program Outputs
Program Outcomes
Writing the Evaluation Section of the Plan
Tying It All Together
Reflect and Review

Chapter 10—Reporting the Public Relations Program Results
Learning Objectives
Writing the Final Report
Recycling the PR Plan
Language for a Public Relations Plan (Activities in the Future)
Language for a Final Report (Activities in the Past Plus Results)
Structuring the Final Report
Tying It All Together
Reflect and Review

Chapter 11—Preparing and Delivering Professional Presentations
Learning Objectives
Organizing the Presentation Material
Tell ‘em What You’re Going to Tell ‘em
Tell ‘em
Tell ‘em What You Told ‘em
How to Tell ‘em
Preparing Effective Visual Aids
Dressing for a Formal Business Presentation
The Fundamentals
Considerations for Women
Considerations for Men
The Devil Is in the Details
Tying It All Together
Reflect and Review

Appendix 1: Public Relations Society of America Code of Ethics
Appendix 2: International Association of Business Communicators (IABC) Code of Ethics for Professional Communicators
Appendix 3: American Marketing Association Ethical Norms and Values for Marketers
Appendix 4: American Advertising Federation
Appendix 5: Chartered Institute of Public Relations Code of Conduct
Appendix 6: The International Public Relations Association Code of Conduct
Appendix 7: The Page Principles
Appendix 8: Hypothetical Case: Request for Proposals (RFP)
Appendix 9: Letter of Transmittal Example and Proposal Template



Diane F. Witmer

Diane F. Witmer, Ph.D., APR, Fellow PRSA is a Professor of Communications at California State University, Fullerton. She holds a doctorate and Master of Arts in Communication Arts & Sciences, as well as a Master of Science in Systems Management, from the University of Southern California. Her baccalaureate degree is in Business Administration from the University of La Verne. She has taught public relations courses for more than 20 years, and her 22-year professional background encompasses both corporate and nonprofit public relations. She was inducted into the Public Relations Society of America College of Fellows in 2000. 

Douglas J Swanson

Douglas J. Swanson, Ed.D, APR, is a Professor of Communications at California State University, Fullerton. He holds a doctorate in Higher Education Instruction from Oklahoma State University. He holds a Master of Arts degree in Communication, and a Bachelor of Science degree in Communication with Emphasis in Radio-Television from Eastern New Mexico University. An Accredited Public Relations Practitioner, since 1990 he has taught a wide spectrum of communications courses at the university level. Previously, he worked for more than 12 years in broadcasting, print journalism, and agency public relations. He is the supervising faculty member of Cal State Fullerton’s student-run public relations agency, PRactical ADvantage Communications.

Related ISBN's: 9781792431821, 9781792440885, 9781792446467




ISBN 9781792431821

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