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 Elles Scott
walks students through building their own PR campaigns. Unlike other campaigns texts, this worktext presents concepts, applications, and examples in campaign building; Scott 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.
Cuprins
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
Despre autor
Dr. Maria Elles Scott, Assistant Professor at Emerson College teaches Public Relations and Sports Communication courses in both the undergraduate and graduate programs. Dr. Scott comes with more than 10 years of teaching experience and more than 20 years of experience as a journalist and Public Relations professional. As an academic, Dr. Scott started her full-time teaching career in 2009 at the University of Miami where she began applying her real-world experience to the classroom. Dr. Scott has taught more than 250 students how to create a full Public Relations Campaign for clients that include: PGA Tour, NHL Florida Panthers Foundation, Red Bull, Hard Rock Energy Drink, Irie Foundation, Miami Open, St. Jude Children’s Research Hospital, Jason Taylor Foundation and so many more. Additionally, Dr. Scott taught Advanced Public Relations Messaging where students created a full media kit for a client, a graduate graphics design course and the Public Relations Experience Program. In her professional career, Dr. Scott started at 20 years old as a sports journalist with the Tampa Tribune before she moved to the Philadelphia area and the Journal Register Company. Dr. Scott transitioned into Public Relations working for the Tampa Bay Super Bowl XXXV Task Force before moving to the ESPN where she was the publicity and community relations specialist for all ESPN event properties such as the X Games, Winter X Games, ESPY Awards…etc. Dr. Scott moved from Los Angeles to South Florida where she managed Public Relations for the Miami Open (formerly Sony Ericsson Open or NASDAQ-100) and then moved to the South Florida Super Bowl XLI Host Committee. In 2007, Dr. Scott opened her own consulting firm while teaching fulltime. Scott has assisted with events and publicity for: Michael Irvin’s Play Maker Charities and Foundations, Battle of the Beauties, Sports Employment Inc., Dwight Stephenson Foundation and the National Salute to America’s Heroes presented by Hyundai. In 2017, Scott transitioned and opened a small business with a partner forming Elles Wesgate, Inc. In her professional career, Dr. Scott created two campaigns in conjunction with the NFL as part of the Super Bowl Host Committee in 2001 and 2007. She developed the plan to deploy a community-wide “pride” program to recruit volunteers for the Super Bowl in Tampa (2001) and South Florida (2007). While at ESPN, she worked with the central marketing department to create a grass-roots campaigns in Philadelphia and Los Angeles to engage the target audience in the X Games. Since joining the Emerson College family, Dr. Scott has worked with Emerson Launch and Voice @ Emerson as well as her students to create and launch Voicelets on the Amazon Alexa platform as a voice component to the curriculum. Additionally, in Fall 2018 she became the Emerson College Chapter Public Relations Student Society of America Chapter Faculty Advisory. In Spring 2019, she also added on serving as the Emerson Dance Company Faculty Advisor.
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