The PR Campaigns Worktext (eBook)

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