Developing the Public Relations Campaign takes a simple, easy-to-follow approach that helps students develop a public relations campaign in a service-learning environment.

This text is designed for courses that use a team project approach rather than a traditional lecture/note-taking model. It introduces a three-step process--the PIE chart--that more accurately describes the campaign development process used in the real world than the traditional RACE formula. Its practical approach, with exercises and case studies in every chapter, will guide students through the development of their own public relations campaigns.

I. BACKGROUND.
1. Public Relations and Persuasion.

Defining Public Relations.
A Brief History of Public Relations.
The Nature of Persuasion.
Characteristics of Legitimate Public Relations Campaigns.
Types of Persuasive Campaigns.
Service Learning and Student Projects.
Glossary of Terms.
Trends and Issues: Flack, Hype, and Spin.
Case Study 1-A: PRSSA's J. Carroll Bateman Competition.
Case Study 1-B: The National Anthem, Body Shampoo, and Cigarette Butts.
Assignment 1: Skills Assessment.

2. Applying Theory to Public Relations Campaigns.

What is a Theory?
Grunig and Hunt Models for Public Relations Practice.
Theories From Mass Communications.
Theories From Education and Psychology
Generalizations About Persuasion and Opinion Change.
Decision-Making Models.
Glossary of Terms.
Trends and Issues: Barriers to Communication.
Case Study 2: Public Opinion Theory and the Health Care Debate.
Assignment 2: Apply Theory to the Team Project.

II. THE PUBLIC RELATIONS PROCESS.
3. An Overview of the Public Relations Process.

The Three-Step Process.
The Written Proposal: Planning.
The Written Proposal: Implementation.
The Written Proposal: Evaluation.
The Last Step.
Glossary of Terms.Trends and Issues: Communicating in a Crisis.
Case Study 3: The Three-Step Process and the Gainesville Murders.

Assignment 3: Project Timetable
4. Planning: Background Research.

Preliminary Fact-Finding.
Identifying Priority Audiences.
Proposed Primary Research Methods and Research Objectives.
Writing the Background Research Summary.
Glossary of Terms.
Trends and Issues: Sources for Background Research.
Case Study 4: Values and Lifestyles: The Eight Types of Americans.
Assignment 4: Conducting and Processing Background Research.

5. Planning: Primary Research.

Primary Research Methods.
Qualitative Research
Quantitative Research.
Integrity and Validity in Primary Research.
Glossary of Terms.
Trends and Issues: Associated Press Guidelines for Reporting Research Results.
Case Study 5-A: Sports Teams Use Focus Groups to Develop New Identities.
Case Study 5-B: Lawyers Use Focus Groups To Design Trial Strategies.
Case Study 5-C: Field Observation and the Science of Shopping.
Case Study 5-D: Voices From Main Street.
Case Study 5-E: How to Lie With Statistics.
Assignment 5: Conducting and Processing Primary Research.

6. Planning: Goals and Objectives, Messages and Themes, Channels and Strategies.

Goals and Objectives
Messages and Themes.
Channels and Strategies.
Generalizations About Traditional Media.
Public Relations on the Internet.
Glossary of Terms.
Trends and Issues: News Values and Interests.
Case Study 6: The Dixie Chicks and the Famous Fifteen Words.
Assignment 6: Goals and Objectives, Messages and Themes, Strategies and Channels.

7. Implementation: Media Channels.

Working With the News Media.
Institutional Advertising.
Donated Media.
Interactive Media.
Glossary of Terms.
Trends and Issues: The Future of the News Release: Does it Have One?
Case Study 7-A: "Sneakers" Begins the Trend of the Non-Paper News Kit.
Case Study 7-B: Two Controversies, Ten Years Apart.
Case Study 7-C: Capitalizing on the News of Election 2000.
Assignment 7: Choosing Media Tactics.

8. Implementation: Non-media Channels Events.

Social Responsibility and Philanthropy Programs.
Internal and Employee Communications.
Investor Relations Materials.
Marketing Activities.
In-Person Communication.
Inserts and Enclosures.
Miscellaneous Tactics.
Glossary of Terms.
Trends and Issues: Tips for the Newsletter Editor.
Case Study 8-A: Prudential's Global Volunteer Day.
Case Study 8-B: Hobet Mining Promotes Community Relations Through Local Schools.
Case Study 8-C: American Express and The Statue of Liberty.
Case Study 8-D: Social Responsibility at Ben and Jerry's.
Case Study 8-E: IBM Does More Than Just Donate Money.
Assignment 8: Choosing Non-Media Tactics.

9. Implementation: Logistics.

Staffing.
Budgeting.
Timing.
Glossary of Terms.
Trends and Issues: Working With Volunteers.
Case Study 9: Memorial Events Help A University Deal With Tragedy.
Assignment 9: Logistical Details.

10. Evaluation.

The Importance of Evaluation.
The Difficulty of Evaluation.
The Evaluation Process.
Ongoing Evaluation.
Summative Evaluation.
Formative Evaluation.
Glossary of Terms.
Trends and Issues: With No Fear of Failure.
Case Study 10-A: Formative Evaluation and Environmental Awareness.
Case Study 10-B: The Armstrong/PR Data Measurement System.
Case Study 10-C: Evaluative Research and the Travel and Hospitality Industry.
Case Study 10-D: Selling the Lottery in the Bible Belt.
Assignment 10: Proposed Evaluation Plan.

III. PROFESSIONAL RESPONSIBILITY.
11. Legal Considerations.

Individual Responsibility in Public Relations.
Public Relations and the First Amendment.
Funding of Government Communication Activities.
Public Relations Representatives as Lobbyists.
Legal Problems in Investor Relations.
Public Relations Materials and Libel Law.
Appropriation.
Intellectual Property.
Relationships with Clients.
Truth in Advertising.
Contests and Competitions.
Glossary of Terms.
Trends and Issues: Public Relations on Trial.
Case Study 11: Free Speech and Selling Shoes.
Assignment 11: Anticipating Legal Problems.

12. Ethical Considerations.

General Principles.
What Professional Associations.
Say About Ethics.
What the Experts Say.
Public Relations Agencies and Unethical Practices.
A Condensed Version of the Professional Codes.
Glossary of Terms.
Trends and Issues: Hacks vs. Flacks.
Case Study 12-A: Hill and Knowlton and the United States Catholic Conference.
Case Study 12-B: The Wall Street Scandals That Changed America.
Assignment 12: Anticipating Ethical Problems.
Chapter 12 Discussion Questions.
Ethical Dilemma 1: The Golf Weekend.
Ethical Dilemma 2: Go Quietly or Else.
Ethical Dilemma 3: Big Problems in Brookwood.
Ethical Dilemma 4: College Degrees For Sale.

13. International, Multicultural, and Gender Issues.

General Principles.
Respect for Cultural Differences.
Including Persons with Disabilities.
Paying Attention to Company Publications.
Monitoring Company Advertising.
Other Steps To Take.
Glossary of Terms.
Trends and Issues: Women in Public Relations.
Case Study 13-A: September 11, 2001.
Case Study 13-B: NAACP and the Television Networks.
Case Study 13-C: Ladies Need Not Apply.
Case Studies 13-D: Watch Your Language!
Assignment 13: Anticipating International, Multicultural, and Gender Issues.
Appendices.
Appendix A: Sources/For Further Reading.
Appendix B: Internet Resources for Public Relations.
Appendix C: Sample Media Materials.
Sample news releases.
Sample radio public service announcement.
Sample reputation advertisement.
Sample advocacy advertisement.
Sample position statement.
Sample guest commentary.