You are here

The PR Campaigns Worktext
Share

The PR Campaigns Worktext


Other Titles in:
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 Scott walks students through building their own PR campaigns. Unlike other campaigns texts, this worktext presents concepts, applications, and examples in campaign building, and 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

“It includes the worksheets to help the students think through the items for their clients/campaign. This book defines a public relations campaign, then explains how to conduct one from start to finish in plain English.”

Michelle Groover, Ph.D.
Georgia Southern University

“The worksheets are incredibly useful. They will help students apply what they are reading."

Jamie Ward
Eastern Michigan University

“I have not come across such a practical text for campaign creation that also includes the necessary academic components as well.

Victoria Brodie
California Baptist University

“This textbook covers the basics of campaign planning and provides worksheets for every step of the process.”

Robert Pritchard
University of Oklahoma

“It lays out the step by step process in a workbook fashion.”

“A hands-on guide for developing a communications campaign plan.”

Hazel J. Cole, Ph.D.
University of West Georgia

This is a practice-oriented text, great at guiding students to work through a campaign in easily-navigable worksheets.”

“It is distinct as it adds workable and practice-oriented exercises for students.”

Dr. Arshia Anwer
Manhattan College

A campaign guidebook”

“A step-by-step manual”

Xu Song
Stockton University

“This book guides students to create a meaningful and effective PR campaign starts with planning and ends with a strategy that is well- executed, on brand, on time, on budget."

Carol Osborne
Univ. of So. Florida/Zimmerman Advertising Program

“This is the applied text you've been looking for. It makes group work fun and makes group members accountable to one another.”

Shannon B. Campbell
Metropolitan State University of Denver

“This text would be a welcome "step by step" guide for students in campaign planning.”

“That it is user-friendly and students would benefit from the workbook style.”

Lisa Du Bois Low
College of Media & Communication, Texas Tech University

Preview this book

Sample Materials & Chapters

Chapter 1: Getting Started

Chapter 2: Client Meeting Questions & Notes


For instructors

Purchasing options

Please select a format: