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E-raamat: Manager's Guide to PR Projects: A Practical Approach

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  • Formaat: 118 pages
  • Ilmumisaeg: 13-Nov-2017
  • Kirjastus: Routledge
  • Keel: eng
  • ISBN-13: 9781351596336
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Manager's Guide to PR Projects: A Practical ApproachSuurem pilt
  • Formaat: 118 pages
  • Ilmumisaeg: 13-Nov-2017
  • Kirjastus: Routledge
  • Keel: eng
  • ISBN-13: 9781351596336
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A Manager's Guide to PR Projects, Second Edition picks up where classic public relations textbooks leave off. It provides hands-on guidance in planning the preliminary research for a public relations project and creating a plan to achieve specific goals, guiding the reader through managing the project's implementation. It contains worksheets that can be used for a visual representation of the planning process for both student edification and presentation to clients. The book is designed as a user-friendly guide to take the reader through the four-step public relations planning process from a number of vantage points. Intended as a learning tool for use in both the class and beyond, this book's approaches are based on real experiences in the management of communications projects designed to meet organizational goals through achieving public relations objectives.

This fully revised second edition offers PR students and practitioners new material that includes the following:











The impact of social media on each phase of the planning process.





Digital approaches to strategic and summative research, message dissemination and public engagement.





Strategies to enhance accountability.





Ethics considerations in the planning process.





Updated print and web-based resources for PR managers.
List of Figures
viii
Before we Begin: Preface to the Second Edition ix
Chapter 1 PR Project Planning in the Twenty-first Century
1(14)
Defining Public Relations
2(2)
Defining Management
4(1)
Defining a "Project"
5(1)
Public Relations Process: A Systems Explanation
5(3)
Updating the PR Process for the Twenty-first Century
8(2)
Ethics and Integrity in PR Planning
10(1)
Using this Book
11(2)
Worksheet 1.1 Ethics Checklist
13(2)
Chapter 2 The Research Phase
15(24)
Data-gathering: An Everyday Process
16(1)
What Research can Accomplish
17(2)
Problem or Opportunity?
19(1)
How Research is Done
20(2)
Media Monitoring: Traditional and Social
22(1)
The Public Relations/Communication Audit
23(1)
Environmental Scanning
23(1)
Social Media Metrics
24(1)
Characterizing Relationships
25(1)
Completing the Analysis
26(4)
The Importance of Academic Research to Practitioners
30(4)
Using the Worksheets
34(1)
Worksheet 2.1 Data Table
35(1)
Worksheet 2.2 Problem/Opportunity Analysis
36(1)
Worksheet 2.3 Data Analysis Checklist
37(2)
Chapter 3 The Planning Phase
39(20)
The Plan
40(1)
Strategies versus Tactics
41(1)
Defining Publics
41(3)
Constructing Objectives
44(2)
Relationship Objectives
46(1)
Considering Processes
47(1)
Keying Objectives to Specific Publics
47(1)
Developing Messages
48(1)
Choosing Public Relations Tactics and Vehicles
48(2)
Planning the Social Media Component of PR Projects
50(2)
Rationales for Channels and Strategies
52(1)
Summarizing the Planning Stage
53(1)
Using the Worksheets
54(1)
Worksheet 3.1 Identification and Categorization of Publics
55(1)
Worksheet 3.2 Checklist for Outcome Objectives
56(1)
Worksheet 3.3 Public Relations Plan Worksheet
57(1)
Worksheet 3.4 Social Media Worksheet
58(1)
Chapter 4 Managing Implementation
59(16)
Revisiting Management Definitions
60(1)
The Historical Context
61(1)
Management and Leadership
61(1)
Budgets as Management Tools
62(3)
Deadlines and Time Management
65(2)
Maintaining Quality Control
67(2)
Managing People: Working With and Through
69(1)
Using the Worksheets
70(2)
Worksheet 4.1 Budget Worksheet
72(1)
Worksheet 4.2 Time Management
73(1)
Worksheet 4.3 Quality Control Checklist
74(1)
Chapter 5 Evaluation
75(14)
A Practical Definition
76(1)
Why Evaluate At All?
77(1)
The "Barcelona Principles"
78(1)
What we Evaluate
78(4)
Evaluating Relationships
82(2)
Measuring Social Media Outcomes
84(1)
The "Benchmark"
85(1)
Using the Worksheets
86(1)
Worksheet 5.1 Media Monitoring Tracking Sheet
87(1)
Worksheet 5.2 Checklist for On-going Social Media Tracking
88(1)
Chapter 6 A Resource List for PR Managers
89(8)
Appendix: Public Relations Plan: Sample Format 97
Patricia J. Parsons spent 26 years as a Professor of Public Relations in the Department of Communication Studies at Mount Saint Vincent University in Halifax, Canada after a career in health communication and writing. She is the author of a dozen books including Ethics in Public Relations: A Guide to Best Practice and Beyond Persuasion: Communication Strategies for Healthcare Managers in the Digital Age.
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