Developing the Public Relations Campaign (3e) : 9780205066728

Developing the Public Relations Campaign (3e)

Bobbitt & Sullivan
Published by
Pearson Higher Ed USA
Available on demand
Title type
Title type

A practical, easy-to-follow approach to public relations


Written for students taking advanced courses in public relations, the book takes a team project approach to learning about the field. The book introduces a three-step process—the PIE chart—that more accurately reflects the campaign development process used in the real world.  Exercises and case studies in every chapter guide students through the development of their own public relations campaigns.

Table of contents
  • Part I : Background
  • Chapter 1: The Nature Of Persuasive Campaigns
  • Part II: Public Relations Process
  • Chapter 2: An Overview of the Public Relations Process    
  • Chapter 3: Planning: Background Research    
  • Chapter 4: Planning: Primary Research    
  • Chapter 5: Planning: Goals and Objectives, Messages and Themes, Channels and Strategies    
  • Chapter 6: Implementation: Traditional Media Channels    
  • Chapter 7: Implementation: The Internet and Social Media
  • Chapter 8: Implementation: Nonmedia Channels    
  • Chapter 9: Implementation: Logistics    
  • Chapter 10: Evaluation    
  • Part III: Professional Responsibility
  • Chapter 11: Legal and Ethical Considerations    
  • Chapter 12: International, Multicultural, and Gender Issues    
  • Appendix A  Sources and Suggested Further Readings    
  • Appendix B  Internet Resources for Public Relations    
New to this edition
  • A revised introductory chapter provides more information about how to incorporate communication theories into public relations campaigns.
  • A new chapter deals with interactive media, including the internet and various forms of social media.
  • A streamlined law and ethics chapter provides guidance on how to avoid legal and ethical pitfalls in designing public relations campaigns, including issues associated with social media.
  • New case studies appear throughout the book and focus on news stories affecting the public relations industry. 
  • A revised chapter on background research includes the results of the latest demographic and psychographic research into the media habits and purchasing habits of various age groups.
Features & benefits
  • Takes a practical, flexible approach to the public relations process, called the PIE process.  The PIE process focuses on three steps: planning, implementation, and evaluation.
  • Emphasises the team project approach (compatible with the competitive agency model as well as other forms of team projects) that furthers students’ skills in group work and reflects the reality of the practice.
  • Uses a service-learning approach that engages students in worthy community causes and can be easily adapted into most schools’ existing service-learning programs.
  • Includes exercises in each chapter that follow the public relations process from beginning to end, helping students approach the work in manageable increments.
  • Offers at least one case study per chapter to facilitate student learning with real-world examples.
Student supplements