Writing Winning Proposals: PR Cases, Second Edition

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9781934269961: Writing Winning Proposals: PR Cases, Second Edition

Writing Winning Proposals PR Cases teaches students, as well as practitioners, how to write public relations plans and proposals designed to win approval and be successful. The book is written from the plan reviewer's perspective with rules for writing each of 10 components of a plan. Sage advice is given on the creative and strategic use of plan elements for 16 actual cases. The situations are within the realm of student understanding, yet challenging to students' analytical skills and ability to address them in a disciplined form that is perfectly clear to others. Cases, with 84 related writing assignments, provide public relations practice in community, media, employee, government relations; crisis, risk, corporate, emergency service, and social media communication; and sport, arts, green and celebrity promotional event planning. The book's classroom role plays, team assignments, individual writing exercises and case problems, challenges and opportunities give what one newly employed graduate called, "great confidence to take on any challenge." The book can be used as a text, an academic text supplement, or workbook for campaigns, strategic planning or public relations writing courses.

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From the Author:

I wrote this book as the text for my course in Public Relations Problems & Plans at the University of Oregon's School of Journalism and Communication. The aim of my course and the text was to show with detailed instruction and examples how to write PR plans and proposals that have great potential to win client approval. Based on 30 years of practice in the profession, I knew that winning approvals had two requirements: writing from the client's view and providing precisely the information the client wants in the manor in which the client wants it presented. To ensure precision, I took the bold step of providing rules for writing each of the 10 components of a PR plan or proposal. I call it a bold step because every PR practitioner believes he or she knows how to write goals, objectives, strategies, etc., and there are as many definitions of plan components as there are for the profession itself. That is why plan writing is one of the greatest weaknesses of the profession. Relatively few plans qualify for competitive awards and relatively few win client or corporate approval. My book transcends the industry's struggle to define itself and its work and hopefully guides students and practitioners in raising the bar in PR.

About the Author:

Tom Hagley, a senior instructor of public relations, completed 10 years of teaching at the University of Oregon's School of Journalism and Communication A recipient of the school's Jonathan Marshall Award for innovative teaching, Hagley joined the faculty in 2001. He taught more than 50 classes in public relations principles, advanced writing, strategic planning and campaigns to nearly 1,000 students. His work as an educator was preceded by 30 years of progressive professional experience as an executive with Alumax, Inc., Hill and Knowlton, Inc., his own consulting business, Alcoa, as publications chief for Newport News Shipbuilding and Dry Dock Co., and general assignment reporter for Cleveland's metropolitan newspaper, The Plain Dealer. He has a master's and bachelor's degree in journalism from Ohio University and has been a guest instructor at The University of Georgia, Georgia State University, University of Missouri, University of Portland, Central Washington University and Linfield College.

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