2nd Edition

A Manager's Guide to PR Projects A Practical Approach

By Patricia Parsons Copyright 2018
    118 Pages
    by Routledge

    118 Pages
    by Routledge

    A Manager's Guide to PR Projects, Second Edition picks up where classic public relations textbooks leave off. It provides hands-on guidance in planning the preliminary research for a public relations project and creating a plan to achieve specific goals, guiding the reader through managing the project's implementation. It contains worksheets that can be used for a visual representation of the planning process for both student edification and presentation to clients. The book is designed as a user-friendly guide to take the reader through the four-step public relations planning process from a number of vantage points. Intended as a learning tool for use in both the class and beyond, this book's approaches are based on real experiences in the management of communications projects designed to meet organizational goals through achieving public relations objectives.

    This fully revised second edition offers PR students and practitioners new material that includes the following:

    • The impact of social media on each phase of the planning process.
    • Digital approaches to strategic and summative research, message dissemination and public engagement.
    • Strategies to enhance accountability.
    • Ethics considerations in the planning process.
    • Updated print and web-based resources for PR managers.

    List of Figures

    Preface to the Second Edition

    Chapter 1 PR Project Planning in the Twenty-first Century

    Defining Public Relations

    Defining Management

    Defining a "Project"

    Public Relations Process: A Systems Explanation

    Updating the PR Process for the Twenty-first Century

    Ethics and Integrity in PR Planning

    Using this Book

    Worksheet 1.1 Ethics Checklist

    Chapter 2 The Research Phase

    Data-gathering: An Everyday Process

    What Research can Accomplish

    Problem or Opportunity?

    How Research is Done

    Media Monitoring: Traditional and Social

    The Public Relations/Communication Audit

    Environmental Scanning

    Social Media Metrics

    Characterizing Relationships

    Completing the Analysis

    The Importance of Academic Research to Practitioners

    Using the Worksheets

    Worksheet 2.1 Data Table

    Worksheet 2.2 Problem/Opportunity Analysis

    Worksheet 2.3 Data Analysis Checklist

    Chapter 3: The Planning Phase

    The Plan

    Strategies versus Tactics

    Defining Publics

    Constructing Objectives

    Relationship Objectives

    Considering Processes

    Keying Objectives to Specific Publics

    Developing Messages

    Choosing Public Relations Tactics and Vehicles

    Planning the Social Media Component of PR Projects

    Rationales for Channels and Strategies

    Summarizing the Planning Stage

    Using the Worksheets

    Worksheet 3.1 Identification and Categorization of Publics

    Worksheet 3.2 Checklist for Outcome Objectives

    Worksheet 3.3 Public Relations Plan Worksheet

    Worksheet 3.4 Social Media Worksheet

    Chapter 4 Managing Implementation

    Revisiting Management Definitions

    The Historical Context

    Management and Leadership

    Budgets as Management Tools

    Deadlines and Time Management

    Maintaining Quality Control

    Managing People: Working With and Through

    Using the Worksheets

    Worksheet 4.1 Budget Worksheet

    Worksheet 4.2 Time Management

    Worksheet 4.3 Quality Control Checklist

    Chapter 5 Evaluation

    A Practical Definition

    Why Evaluate At All?

    The "Barcelona Principles"

    What we Evaluate

    Evaluating Relationships

    Measuring Social Media Outcomes

    The "Benchmark"

    Using the Worksheets

    Worksheet 5.1 Media Monitoring Tracking Sheet

    Worksheet 5.2 Checklist for On-going Social Media Tracking

    Chapter 6 A Resource List for PR Managers

    Appendix: Public Relations Plan: Sample Format


    Patricia J. Parsons spent 26 years as a Professor of Public Relations in the Department of Communication Studies at Mount Saint Vincent University in Halifax, Canada after a career in health communication and writing. She is the author of a dozen books including Ethics in Public Relations: A Guide to Best Practice and Beyond Persuasion: Communication Strategies for Healthcare Managers in the Digital Age.