UID:
almahu_9949384906302882
Format:
1 online resource :
,
text file, PDF
Edition:
Second edition.
ISBN:
9781315103853
,
1315103850
Content:
"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.??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."--Provided by publisher.
Note:
Cover; Half Title Page; Title Page; Copyright Page; Table of Contents; List of Figures; Before we Begin: Preface to the Second Edition; Chapter 1 PR Project Planning in the Twenty-first Century; Defining Public Relations; Defining Management; Defining a â#x80;#x9C;Projectâ#x80;#x9D;; Public Relations Process: A Systems Explanation; Updating the PR Process for the Twenty-first Century; Ethics and Integrity in PR Planning; Using this Book; Worksheet 1.1: Ethics Checklist; Chapter 2 The Research Phase; Data-gathering: An Everyday Process; What Research can Accomplish; Problem or Opportunity?
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How Research is DoneMedia Monitoring: Traditional and Social; The Public Relations/Communication Audit; Environmental Scanning; Social Media Metrics; Characterizing Relationships; Completing the Analysis; The Importance of Academic Research to Practitioners; Using the Worksheets; Worksheet 2.1: Data Table; Worksheet 2.2: Problem/Opportunity Analysis; Worksheet 2.3: Data Analysis Checklist; Chapter 3 The Planning Phase; The Plan; Strategies versus Tactics; Defining Publics; Constructing Objectives; Relationship Objectives; Considering Processes; Keying Objectives to Specific Publics.
,
Developing MessagesChoosing Public Relations Tactics and Vehicles; Planning the Social Media Component of PR Projects; Rationales for Channels and Strategies; Summarizing the Planning Stage; Using the Worksheets; Worksheet 3.1: Identification and Categorization of Publics; Worksheet 3.2: Checklist for Outcome Objectives; Worksheet 3.3: Public Relations Plan Worksheet; Worksheet 3.4: Social Media Worksheet; Chapter 4 Managing Implementation; Revisiting Management Definitions; The Historical Context; Management and Leadership; Budgets as Management Tools; Deadlines and Time Management.
,
Maintaining Quality ControlManaging People: Working With and Through; Using the Worksheets; Worksheet 4.1: Budget Worksheet; Worksheet 4.2: Time Management; Worksheet 4.3: Quality Control Checklist; Chapter 5 Evaluation; A Practical Definition; Why Evaluate At All?; The â#x80;#x9C;Barcelona Principlesâ#x80;#x9D;; What we Evaluate; Evaluating Relationships; Measuring Social Media Outcomes; The â#x80;#x9C;Benchmarkâ#x80;#x9D;; Using the Worksheets; Worksheet 5.1: Media Monitoring Tracking Sheet; Worksheet 5.2: Checklist for On-going Social Media Tracking; Chapter 6 A Resource List for PR Managers.
Additional Edition:
ISBN 9781351596336
Additional Edition:
ISBN 9781351596329
Language:
English
Keywords:
Electronic books.
;
Electronic books.
URL:
https://www.taylorfrancis.com/books/9781315103853
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