Bobbitt R., Sullivan R. Developing the Public Relations Campaign: A Team-Based Approach

3rd Edition. — Pearson, 2014. — 250 p. — ISBN: 978-0-205-06672-8.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.
Learning Goals.
Upon completing this book, readers will be able to:
Develop their own public relations campaigns
Apply public relations skills to the real world
Understand how to apply communication theories to public relations.FeaturesTakes a practical, flexible approach to the public relations process, called the PIE process. The PIE process focuses on three steps: planning, implementation, and evaluation.
Emphasizes 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.
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.