图书简介

FOREWORD \\ PREFACE \\ WHY INTEGRATED CAMPAIGNS? WHY NOW? \\ ORGANIZATION OF THE BOOK \\ ACKNOWLEDGMENTS \\ ABOUT THE AUTHORS \\ INTRODUCTION: Campaigns in the Professional Public Relations Context \\ PUBLIC RELATIONS THEORIES AND PRINCIPLES \\ Excellence Theory \\ Systems Theory \\ Diffusion Theory \\ Framing Theory \\ Agenda Setting & Agenda Building Theories \\ Situational Crisis Communication Theory \\ Two-step Flow Model \\ MODELS OF PUBLIC RELATIONS PRACTICE \\ Press Agentry \\ Public Information \\ Two-way Asymmetrical \\ Two-way Symmetrical \\ PUBLIC RELATIONS PLANNING MODELS \\ R-A-C-E, R-O-P-E, or R-O-S-I-E \\ ROSTIR: Research, Objectives, Strategies, Tactics, \\ Implementation & Reporting \\ Communication Goals \\ PULLING IT ALL TOGETHER \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: EQUALITY TODAY \\ CHAPTER 1: Introduction to Integrated Campaigns \\ A NEED FOR NEW PUBLIC RELATIONS PLANNING MODELS \\ Emerging Models \\ THE SIX STEPS OF ROSTIR \\ THE VALUE OF PUBLIC RELATIONS PLANNING MODELS \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: INTRODUCING EQUALITY TODAY \\ CASE STUDY: “SEIZE THE HOLIDAYS” WITH KRUSTEAZ: A VIRTUAL BAKING EVENT \\ Research/Diagnosis \\ Objectives \\ Strategies \\ Tactics \\ Earned \\ Shared \\ Owned \\ Implementation \\ Reporting/Evaluating \\ Theories \\ Models \\ CHAPTER 2: Strategic Communication Campaign Fundamentals \\ WHY WE PLAN \\ ELEMENTS OF A STRATEGIC PLAN \\ Research, Diagnosis, and Goal Setting \\ Objectives \\ Strategies \\ Tactics \\ Implementation \\ Reporting/Evaluation \\ Budget \\ PUTTING IT ALL TOGETHER \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: MISSION-DRIVEN PLANNING FOR EQUALITY TODAY \\ CASE STUDY: OSCAR MAYER’S WAKEY, WAKEY, EGGS AND BAKEY! \\ Research/Diagnosis \\ Objectives \\ Strategies \\ Target Audience \\ Tactics \\ Owned \\ Shared \\ Earned \\ Implementation \\ Reporting/Evaluation \\ Theories \\ CHAPTER 3: Understanding PESO \\ WHAT IS PESO? \\ Paid Media \\ Earned Media \\ Shared Media \\ Owned Media \\ WHEN SHOULD EACH OF THE PESO CHANNELS BE USED? \\ Campaigns in Action \\ Paid Media \\ Earned Media \\ Shared Media \\ Owned Media \\ CONTINUOUS INTEGRATION \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: EQUALITY TODAY’S CHANNEL, PARTNER, AND MEASUREMENT BRAINSTORMING \\ CASE STUDY: THE PROUD WHOPPER— BE YOUR WAY CAMPAIGN \\ PESO Model \\ Owned \\ Shared \\ Earned \\ Paid \\ Theories \\ CHAPTER 4: Research, Part 1: Diagnosis and Developmental Research \\ DEVELOPMENTAL RESEARCH: DIAGNOSING THE PROBLEM AND/OR OPPORTUNITY \\ RESEARCHING AND MEASURING THE PROBLEM/OPPORTUNITY \\ RESEARCH TERMINOLOGY AND TECHNIQUES \\ Data \\ Qualitative and Quantitative Research \\ Secondary and Primary Research \\ Validity \\ CONDUCTING RESEARCH \\ Secondary Research \\ Case Studies \\ Government Data \\ Scholarly Research \\ Think Tank/Nonprofit Reports \\ Trade Association Research \\ Primary Research \\ Polling and Surveys: Opinion and Awareness \\ Content Analysis \\ Competitor Analysis \\ Experimental Research \\ Interviews \\ Focus Groups \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: RESEARCH FOR ISSUE PRIORITIZATION AT EQUALITY TODAY \\ CASE STUDY: HALLMARK ITTY BITTYS STEAL THE SPOTLIGHT \\ Research/Diagnosis \\ Primary Research: Getting to Know the Consumer \\ Objectives \\ Strategy \\ Implementation \\ Tactics \\ Paid \\ Earned \\ Shared \\ Reporting/Evaluation \\ Theories \\ CHAPTER 5: Research, Part 2: Goals \\ UNDERSTANDING YOUR ORGANIZATION AND ITS GOALS \\ THE GOAL-SETTING PROCESS \\ Seeking the Impact Role for Communication \\ Defining the Scope \\ Selecting Audiences for Outreach \\ Defining the Desired Change \\ Prioritizing Budgets and Resources \\ WRITING GOALS \\ Types of Goals \\ Context: Mission versus Situation \\ Visionary Goals, Concrete Objectives \\ GOAL-SETTING CHALLENGES \\ Working with Organizational Decision Makers \\ Prompting More Research \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: EQUALITY TODAY SETS COMMUNICATION GOALS \\ CASE STUDY: #WEIGHTHIS—REDEFINING SELF-WORTH FROM LEAN CUISINE \\ Research/Diagnosis \\ Objectives \\ Strategy \\ Tactics \\ Paid \\ Earned \\ Shared \\ Owned \\ Implementation \\ Reporting/Evaluation \\ Theories and Models \\ CHAPTER 6: Objectives \\ WHAT MAKES HIGH-VALUE OBJECTIVES? \\ MANAGEMENT BY OBJECTIVES \\ Types of Objectives \\ Writing S.M.A.R.T. Objectives \\ Specific \\ Measurable \\ Attainable \\ Relevant \\ Time-Bound \\ Additional Objective Frameworks \\ CONNECTING OBJECTIVES TO KEY INTERNAL AUDIENCES \\ Do Your Objectives Make Organizational Decision Makers Excited? \\ Proving Relevance: Will Completing Your Objectives Drive Positive Change? \\ Are You Connecting Short- and Long-Term Objectives? \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: SETTING OBJECTIVES FOR EQUALITY TODAY \\ CASE STUDY: COOKIE CARE DELIVERS SWEET RESULTS FOR DOUBLETREE BY HILTON \\ Research/Diagnosis \\ Objectives \\ Strategy \\ Tactics \\ Paid \\ Shared \\ Owned \\ Reporting/Evaluation \\ Theories \\ CHAPTER 7: Strategies \\ CHOOSING YOUR CHANNELS: THE PESO MODEL \\ The Model \\ Paid \\ Earned \\ Shared \\ Owned \\ HOW THE MODEL OVERLAPS \\ How to Build an Integrated Campaign Strategy around PESO \\ THE RIGHT APPROACH FOR YOUR AUDIENCE(S) \\ Demographics \\ Geography \\ Psychographics \\ Activity/Interest \\ Influence \\ Channel Consumption \\ LEVERAGING YOUR ORGANIZATION’S STRENGTHS AND RESOURCES \\ Subject Matter Expertise \\ Imagery/Visuals \\ Dynamic Presenters/Personalities \\ Data \\ Organizational Vision or Narrative \\ History/Institutional Authority \\ THE COMPETITIVE LANDSCAPE \\ Understand Competitors and External Challenges \\ Avoid What Everyone Else Is Already Doing \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: CHANNEL SELECTION FOR EQUALITY TODAY \\ CASE STUDY: MASTERCARD BITES INTO APPLE PAY \\ Research/Diagnosis \\ Objective \\ Strategy \\ Tactics \\ Earned & Paid \\ Owned \\ Shared & Owned \\ Paid, Earned, Shared & Owned \\ Implementation \\ Reporting/Evaluation \\ Cut through the Chatter \\ Lead the Conversation on Contactless Security \\ Drive MasterCard Sign-ups on Apple Pay \\ Theories \\ CHAPTER 8: Tactics \\ TACTICAL APPROACHES \\ Paid Media \\ Timing \\ Budget \\ Messaging \\ Content Creation \\ Advertising \\ Advertorial Content \\ Earned Media \\ Timing \\ Budget \\ Messaging \\ Content Creation \\ Media Relations \\ Shared Media \\ Timing \\ Budget \\ Messaging \\ Content Creation \\ Owned Media \\ Timing \\ Budget \\ Messaging \\ Content Creation \\ Website Content Management \\ Marketing \\ Publications \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: TACTICAL CHOICES FOR EQUALITY TODAY \\ CASE STUDY: CINNAMILK BY GENERAL MILLS \\ Campaign Focus: Promotional \\ Research/Diagnosis \\ Objective \\ Strategy \\ Tactics \\ Paid & Owned \\ Earned \\ Shared \\ Implementation \\ Reporting/Evaluation \\ Theories \\ Model \\ CHAPTER 9: Implementation \\ KEY SKILLS FOR IMPLEMENTING PR CAMPAIGNS \\ Project Management Basics \\ Budgeting \\ Dividing Tasks among a Team \\ Creating Timelines and Deadlines \\ Setting Clear Expectations and Ensuring Clear Communication \\ Working with Non-PR People \\ Working with the Media \\ Self-awareness and Self-evaluation \\ Persistence and Perseverance \\ PREPARING FOR CHANGE \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: EQUALITY TODAY MEETS UNEXPECTED OBSTACLES \\ CASE STUDY: MISSING TYPE—U.K.’S NATIONAL HEALTH SERVICE \\ Research and Diagnosis \\ Objectives \\ Strategy \\ Tactics \\ Earned \\ Shared \\ Owned \\ Implementation \\ Reporting/Evaluation \\ Theories \\ Model \\ CHAPTER 10: Reporting and Evaluation \\ EVALUATING YOUR CAMPAIGN \\ Media Evaluation \\ Digital Evaluation Metrics and Approaches \\ Turning Evaluation into Improvement \\ REPORTING ON YOUR CAMPAIGN \\ Objective-driven Reporting \\ Prioritization: What Information Is Most \\ Important for the Reader? \\ Format: How Should Your Information Be Best Presented to Your Audience? \\ PESO: SPECIAL REPORTING CONSIDERATIONS \\ Paid Media \\ Earned Media \\ Shared Media \\ Owned Media \\ Integrated Reporting \\ CONCLUSION \\ THINK CRITICALLY \\ KEY TERMS \\ CONCEPT CASE: REPORTING RESULTS—EQUALITY TODAY’S ANNUAL MEETING \\ CASE STUDY: CANS GET YOU COOKING \\ Research/Diagnosis \\ Developmental Research and Insights \\ Objectives \\ Strategies \\ Tactics \\ Paid \\ Earned \\ Shared \\ Owned \\ Implementation \\ Reporting/Evaluation \\ Theories \\ CHAPTER 11: Formulating an Integrated Campaign—Case Studies \\ PRODUCT MARKETING \\ Brewing Inspiration to Engage Coffee Fans \\ Research/Diagnosis \\ Objectives \\ Strategies \\ Tactics \\ Shared \\ Paid + Shared \\ Owned \\ Paid + Owned + Shared \\ Earned + Shared \\ Owned + Shared \\ Implementation \\ Reporting/Evaluation \\ Earned \\ Shared \\ Theories \\ Model \\ ACTIVISM \\ One for All: Mississippians’ Fight for a New Flag \\ Research/Diagnosis \\ Objectives \\ Strategy \\ Tactics \\ Earned + Owned \\ Shared \\ Owned \\ Implementation \\ Reporting \\ Theories \\ Model \\ ENGAGEMENT \\ Appreciating Mom; World’s Toughest Job—American Greetings \\ Research/Diagnosis \\ Objectives \\ Strategies \\ Tactics \\ Shared + Owned \\ Implementation \\ Reporting/Evaluation \\ Earned \\ Shared \\ Owned \\ Theories \\ Model \\ CRISIS COMMUNICATION \\ Harambe’s Last Day at the Cincinnati Zoo and Botanical Garden \\ Research/Diagnosis \\ Objectives \\ Strategies \\ Tactics \\ Owned \\ Earned \\ Shared \\ Implementation \\ Reporting/Evaluation \\ Theories \\ Model \\ GLOBAL AND MULTICULTURAL \\ UNICEF: Toys in Mourning \\ Research/Diagnosis \\ Objectives \\ Strategies \\ Tactics \\ Earned + Shared + Owned \\ Implementation \\ Reporting/Evaluation \\ Theories \\ Model \\ Teens 4 Pink: Sisters Network and Eisai Inc. with Shared Voice Public Relations \\ Research/Diagnosis \\ Objectives \\ Strategy \\ Tactics \\ Earned \\ Shared \\ Owned \\ Implementation \\ Reporting/Evaluation \\ Theories \\ Model \\ INTERNAL COMMUNICATION AND EMPLOYEE RELATIONS \\ Responding to “Ferguson”: From Tragedy to Positive Change \\ Research/Diagnosis \\ Objectives \\ Strategies \\ Tactics and Implementation \\ Earned + Shared \\ Owned \\ Reporting \\ Theories \\ Model \\ HP Global Wellness Challenge \\ Research/Diagnosis \\ Objectives \\ Strategies \\ Tactics \\ Owned & Shared \\ Implementation \\ Challenges during Implementation \\ Reporting/Evaluation \\ Theories \\ Model \\ APPENDIX \\ GLOSSARY \\ REFERENCES \\ INDEX

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