Manager's Guide to PR Projects

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.

• List of FiguresPreface to the Second EditionChapter 1 PR Project Planning in the Twenty-first CenturyDefining Public RelationsDefining ManagementDefining a "Project"Public Relations Process: A Systems ExplanationUpdating the PR Process for the Twenty-first CenturyEthics and Integrity in PR PlanningUsing this BookWorksheet 1.1 Ethics ChecklistChapter 2 The Research PhaseData-gathering: An Everyday ProcessWhat Research can AccomplishProblem or Opportunity?How Research is DoneMedia Monitoring: Traditional and SocialThe Public Relations/Communication AuditEnvironmental ScanningSocial Media MetricsCharacterizing RelationshipsCompleting the AnalysisThe Importance of Academic Research to PractitionersUsing the WorksheetsWorksheet 2.1 Data TableWorksheet 2.2 Problem/Opportunity AnalysisWorksheet 2.3 Data Analysis ChecklistChapter 3: The Planning PhaseThe PlanStrategies versus TacticsDefining PublicsConstructing ObjectivesRelationship ObjectivesConsidering ProcessesKeying Objectives to Specific PublicsDeveloping MessagesChoosing Public Relations Tactics and VehiclesPlanning the Social Media Component of PR ProjectsRationales for Channels and StrategiesSummarizing the Planning StageUsing the WorksheetsWorksheet 3.1 Identification and Categorization of PublicsWorksheet 3.2 Checklist for Outcome ObjectivesWorksheet 3.3 Public Relations Plan WorksheetWorksheet 3.4 Social Media WorksheetChapter 4 Managing ImplementationRevisiting Management DefinitionsThe Historical ContextManagement and LeadershipBudgets as Management ToolsDeadlines and Time ManagementMaintaining Quality ControlManaging People: Working With and ThroughUsing the WorksheetsWorksheet 4.1 Budget WorksheetWorksheet 4.2 Time ManagementWorksheet 4.3 Quality Control ChecklistChapter 5 EvaluationA Practical DefinitionWhy Evaluate At All?The "Barcelona Principles"What we EvaluateEvaluating RelationshipsMeasuring Social Media OutcomesThe "Benchmark"Using the WorksheetsWorksheet 5.1 Media Monitoring Tracking SheetWorksheet 5.2 Checklist for On-going Social Media TrackingChapter 6 A Resource List for PR ManagersAppendix: Public Relations Plan: Sample Format