Share
The PR Campaigns Worktext
- Maria Elles Scott - Emerson College, Boston MA, USA
Other Titles in:
Public Relations (Analysis)
Public Relations (Analysis)
August 2020 | 232 pages | SAGE Publications, Inc
Why just read about creating a PR campaign when you can actually create a campaign yourself as you learn?
By combining coverage of fundamental PR campaign concepts with the classic design of a workbook, The PR Campaigns Worktext by Maria Elles Scott walks students through building their own PR campaigns. Unlike other campaigns texts, this worktext presents concepts, applications, and examples in campaign building; Scott then ask students to complete worksheets with focused tasks so students have all the tools and direction to create and customize their specific campaign. This approach helps students think about their client’s needs, and guides students through building the campaign part by part. In combining the readings with prompts to complete worksheets, this book will serve as a student’s trusted resource as they take their first steps into the world of PR.
By combining coverage of fundamental PR campaign concepts with the classic design of a workbook, The PR Campaigns Worktext by Maria Elles Scott walks students through building their own PR campaigns. Unlike other campaigns texts, this worktext presents concepts, applications, and examples in campaign building; Scott then ask students to complete worksheets with focused tasks so students have all the tools and direction to create and customize their specific campaign. This approach helps students think about their client’s needs, and guides students through building the campaign part by part. In combining the readings with prompts to complete worksheets, this book will serve as a student’s trusted resource as they take their first steps into the world of PR.
PR Campaigns Checklist
Preface
Acknowledgments
About the Author
Chapter 1: Getting Started
Campaigns
Teamwork
Worksheet 1A: PR Campaign Basics
Worksheet 1B: Teammates
Chapter 2: Client Meeting Questions & Notes
Working with Real Clients
Worksheet 2A: Client Meeting
Worksheet 2B: Ethical Standards
Chapter 3: Defining the Project
Writing the Issue and Goal Statements
Worksheet 3A: Writing the Issue and Goal Statements
Worksheet 3B: Application of Theories
Chapter 4: Defining the Target Audience
Who Is Your Audience
Worksheet 4A: Target Audience
Chapter 5: Creating a Research Plan
Everything Starts With a Plan
Worksheet 5A: Checklist for Research Plan
Chapter 6: Research for the Client
Starting With Secondary Research
Worksheet 6A: Creating a Research Topic Tree
Worksheet 6B: Organizing Topics and Articles
Worksheet 6C: Assigning Writing Responsibilities and Next Steps
Chapter 7: Primary Research for the Client
Determining the Tool and the Information to Gather
Worksheet 7A: Picking Your Questions
Worksheet 7B: Brainstorming Questions
Worksheet 7C: Identification of Subjects and Beta Testers
Worksheet 7D: Drawing Some Charts and Infographic Ideas
Chapter 8: Outlining Your Situation Analysis
Situation Analysis First
SWOT Analysis Second
Worksheet 8A: Write Your Own Situation Analysis
Worksheet 8B: SWOT Analysis for Your Client
Chapter 9: Writing the PR Campaign Plan
Writing Is Key
Worksheet 9A: Create Your Own Table of Contents
Worksheet 9B: Create a Workflow and Timeline for Writing the Plan
Chapter 10: Creating Tactics from Research and Analysis
Synthesizing Research Into a Strategy
Worksheet 10A: Creating Strategies for Your Objectives
Worksheet 10B: Objectives, Strategies and Tactics
Worksheet 10C: Brainstorm of Social Media Content
Chapter 11: Evaluation and Measurements
Why Evaluate? When, How and with What Measurements?
Worksheet 11A: Developing Proper Evaluations for a Campaign
Worksheet 11B: Creating Scales that Are Adjustable but Fair
Chapter 12: Recommendations
What Does That Mean?
Worksheet 12A: Developing a List of Recommendations
Chapter 13: Presenting to the Client
Final Client Presentations
Worksheet 13A: Creating a Basic Outline for Your Presentation
Appendix
Glossary of Terms
Index
straight forward
work pages are fantastic (Helpful to students!)
The campaign example at the end.
Commmunication, Texas A&M University
August 21, 2024
