Developing the Public Relations Campaign: A Team-Based Approach

Developing the Public Relations Campaign: A Team-Based Approach , 2/E

Randy Bobbitt, University of West Florida

Ruth Sullivan, Marshall University

Developing the Public Relations Campaign takes you step-by-step through the process of developing a successful public relations campaign. This text is designed for courses that use a team project approach rather than a traditional lecture/note-taking model.

This text introduces a three-step process of planning, implementation, and evaluation that accurately describes the campaign development process used in the real world. Practical exercises and case studies in every chapter guide you through the development of your own public relations campaigns.

Features of the New Edition:

• Emphasizes the team project approach compatible with the competitive agency model as well as other forms of team projects to further your skills in group work and reflect the reality of the practice.
• Uses a practical, service-learning approach to bring the real worldinto the classroom and give you real, applicable experience.
• Addresses interactive media in a new chapter, ensuring you become familiar with the most current methods for conducting public relations campaigns, including the Internet, podcasting, and social media.
• Includes a sample campaign, Tracking the Case: College Students and Credit Card Debt to clearly illustrate concepts discussed throughout the text.
• Offers at least one case study per chapter, including salient issues such as Hurricane Katrina, the 2006 Duke Lacrosse case, the movie We Are Marshall, and the 2007 tragedy at Virginia Tech.