The PR Campaigns Worktext
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Maria Elles Scott. The PR Campaigns Worktext
The PR Campaigns Worktext
Brief Contents
Detailed Contents
PR Campaigns Checklist. The Plan Outline
The Presentation Outline
Preface. Why Public Relations?
Converting Skills to Practical Application
Appendix
Final Notes
Acknowledgments
About the Author
Chapter 1 Getting Started. Campaigns. What Is a PR Campaign?
Types of Campaigns
Teamwork. Working in Teams
The Real World
The Division of Labor
Step One
Step Two
WORKSHEET 1A: PR Campaign Basics
WORKSHEET 1B: Teammates. Part I: Dividing into teams
Part II: Being the best teammate YOU can be
Part III: Communication keys to team-based discussions
Part IV: People skills are a life-long lesson
Chapter 2 Client Meeting Questions and Notes. Working With Real Clients. Creating a Campaign for a Class
Setting Up the Meeting
Ethics in Public Relations
The International Public Relations Association Code of Conduct. The IPRA Code of Conduct
Taking Notes
Asking the Right Questions
Answering the Right Questions
WORKSHEET 2A: Client Meeting. Getting Organized:
Questions for the Client, Company, or Department:
Other Questions to Consider:
WORKSHEET 2B: Ethical Standards. Organization’s Code of Ethics:
Chapter 3 Defining the Project. Writing the Issue and Goal Statements. Where to Begin?
Writing the Issue Statement
Refining Your Statement
Writing the Goal Statement
Writing Objective Statements
Theories
Theories in Application
Messages and Themes
WORKSHEET 3A: Writing the Issue and Goal Statements
Do Any of the Below Work as an Issue Statement?
Do Any of the Below Work as a Goal?
WORKSHEET 3B: Application of Theories
Chapter 4 Defining The Target Audience. Who Is Your Audience? What Are the Demographics?
Gender
Ethnicity
Age
What Are the Psychographics?
Specialty Audiences
Painting a Picture of the Audience
Pre-Packaged Audiences
Opinion Leaders
Worksheet 4A: Target Audience. Demographics
Psychographics
Prepacked Audiences And Opinion Leaders
Writing The Description
Chapter 5 Creating A Research Plan. Everything Starts With A Plan
Examination of Gifted Data
Secondary Research Plan
Primary Research Plan
Dividing Responsibilities
Worksheet 5A: Checklist For Research Plan
Chapter 6 Research For The Client. Starting With Secondary Research
Defining Topics
Breaking Down the Summaries
Writing the Summary
Secondary Research Finale
Worksheet 6A: Creating A Research Topic Tree
Worksheet 6B: Organizing Topics And Articles
Worksheet 6C: Assigning Writing Responsibilities And Next Steps
Descriptions of Images and Figures
Chapter 7 Primary Research for the Client. Determining The Tool And The Information To Gather
Finding the Right Tool for the Research
Creating Primary Research, Using Research Tools. Quantitative Research
Gathering Data From Quantitative Research
Qualitative Research
Gathering Data From Quantitative Research
Playing the Odds
Writing Research Results
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
Descriptions of Images and Figures
Chapter 8 Outlining Your Situation Analysis. Situation Analysis First. Starting With Assessing the Client
Situation Analysis
Swot Analysis Second. Writing a Proper SWOT
WORKSHEET 8A: Write Your Own Situation Analysis
WORKSHEET 8B: Swot Analysis for Your Client
Strengths (Internal):
Weakness (Internal):
Opportunities (External):
Threats (External):
Chapter 9 Writing the PR Campaign Plan. Writing is Key
How to Organize the Plan
Creation of the Basics
Analysis and Research
Goal and Tactical Elements
Summaries and Suggestions
Appendices
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
Tactical Elements
Media Plan and Media Lists:
Written Elements:
Design Elements:
Social Media Elements:
Event Elements:
Checking Your Strategies and Tactics
WORKSHEET 10A: Creating Strategies for Your Objectives
WORKSHEET 10B: Objectives, Strategies, and Tactics
WORKSHEET 10C: Brainstorm of Social Media Content
Audit Notes
Calendar Notes
Descriptions of Images and Figures
Chapter 11 Evaluation and Measurements. Why Evaluate? When, How, and With What Measurements? Evaluation
The Importance of Evaluation
The Difficulty of Evaluation
The Evaluation Process
Evaluation Equals Success or Failure
The Importance of Measurements
Evaluation Criteria and Research Methods
Worksheet 11A: Developing Proper Evaluations For a Campaign
Worksheet 11B: Creating Scales That are Adjustable But Fair
Descriptions of Images and Figures
Chapter 12 Recommendations. What Does That Mean?
Reasoning for Recommendations?
Organizing and Writing Recommendations
Restraint Required
Worksheet 12A: Developing a List Of Recommendations. Part I:
Part II:
Part III:
Chapter 13 Presenting to the Client. Final Client Presentations
Basic Rules for Creating a Presentation
Frame Working the Presentation
Speakers and Professionalism
Creating the Atmosphere and Presentation
Ambiance and Atmosphere
Presentation
Worksheet 13A: Creating a Basic Outline for Your Presentation. Presentation Roles:
Slide Templates (Design):
Slide Templates (Content):
Descriptions of Images and Figures
Appendix
Table of Contents
Irie foundation Special Events: Executive Summary
Irie Foundation and Irie Weekend: Issue Statement
Irie Foundation Special Events: Situation Analysis and SWOT for Irie Foundation. Client Background
Internal Audit/Assesment
Public Perception
External Audit/Assessment
SWOT Analysis. Strengths
Weaknesses
Opportunities
Threats
Irie Foundation Special Events: Audience Research. Primary Audience
Secondary Audience
Generation Z
Prepackaged Audiences for Generation Z. Students in the Miami-Dade Public School System
Elementary school students in Miami-Dade Public School System
Middle school students in Miami-Dade Public School System
High school students in Miami-Dade Public School System
Generation X
Prepackaged Audiences for Generation X. Low-Income Parents with Students in the Miami-Dade Public School System
Philanthropic Donors
Attendees of Irie Weekend
Irie Foundation Special Events: Secondary Research Summary. Introduction
Nonprofit Organizations
Current Awareness
Perceived Constraints
Subjective Norms
Past Participation
Public Relations for Nonprofits
Irie Foundation Special Events: Primary Research. Introduction. Secondary Research Summary
Primary Research Introduction
Methodology. Introduction
Results. I. Demographics. Gender
Age
Social Media Use & Communication
Annual Household Income
II. Irie Foundation Specific
III. Volunteerism
IV. Children Specific
Interpretations of Results. I. Irie Foundation Specific
II. Volunteerism
III. Children Specific
Conclusion
Irie Foundation and Irie Weekend Writing Style Guide
Irie Foundation Special Events: Tactical Plan. Goal: Promotion
Irie Foundation Special Events: Tactical Outline
Irie Foundation Special Events: Tactical Outline
Irie Foundation Participant Rehearsal:
Irie Foundation Celebrity Visit:
Irie Foundation Special Events: Evaluations and Measurements
Irie Foundation Special Events: Recommendation. Thank You’s
Fact Sheet With Pricing for Irie Rhythms Academy
School Year Wrap Up Booklets
Survey after Irie Weekend
Appendix
Irie Foundation Special Events: Media Plan
Tactical Writing Pieces. Irie Rhythms Academy’s Mic Drop
Irie Foundation’s All Day Art Extravaganza
Media Advisory
Battle of the Djs Takes the Term “Competition” to the Next Level
Dj Irie Declares Battle of the DJS Grand-Prize Winner
Reference List
Glossary of Terms
Index
Отрывок из книги
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Team C: Target Audience is Baby Boomers
Alexa (Researcher)
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