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Writing Winning Proposals: PR Cases
Tom Hagley, University of Oregon

ISBN-10: 0205461018
ISBN-13:  9780205461011

Publisher:  Pearson
Copyright:  2006
Format:  Paper; 304 pp
Published:  08/15/2005
Status: Instock


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Description

This text teaches students how to write with clarity, credibility, and precision to create public relations plans designed to win approval and be successful.

 

Writing Winning Proposals: PR Cases shows students how to develop successful public relations plans and allows them to apply their skills in ten diverse, real-world cases. Information is presented from the perspective of those who review public relations plans, so it shows specifically what plan reviewers want to see in a plan and how they want the information presented.


Features

  • Provides ten real-world cases and asks students to write public relations proposals that solve a problem, meet a challenge, or seize an opportunity in the case, helping students apply their knowledge in realistic situations.
  • Presents cases interactively with classroom role-plays, contracts, client interview notes, meeting transcripts and other examples, helping students engage with cases in the same ways as real-life practitioners.
  • Offers a new paradigm of precision for writing public relations plans that are designed to win approval, helping students achieve a level of clarity and credibility seldom found in public relations plans.
  • Instructs from the perspective of those who review public relations plans, helping students write plans that are more likely to be approved.
  • Promotes plan development by student teams, encouraging teamwork skills that students can take to internships and jobs.
  • Gives students the opportunity to develop a portfolio of plans and other writing assignments that provides tangible evidence of their achievements and can be used to advance their careers after finishing the course.
  • Includes, in the Instructor’s Manual, model student plans for 10 cases, 70 model case-related writing assignments, lesson points for each case and a system that structures and expedites grading of plans and individual writing assignments, providing a wealth of support and guidance for the instructor.


Table of Contents

Foreword, by Glen T. Cameron, Ph.D.

 

Introduction.

 

1. Understanding Why Planning is Important and How it Relates to Public Relations.

 

2. Meeting the Challenges of the Planning Environment.

 

3. Writing and Leading With Integrity.

 

4. Beginning the Planning Process With Accountability.

 

5. Learning the Components of a Public Relations Plan and Rules for Writing Them; Model Student Plan.

 

6. Applying Public Relations Planning to 10 Real World Cases, Each With Six Different Writing Assignments.

 

7. Samples of Effective Public Relations Writing.



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Praise for Hagley’s PR Cases: Writing Winning Proposals

“Students who follow the detailed formula provided in this text will certainly come away knowing how to write a winning public relations plan. It is supplemented by a rich array of examples and engaging real-world exercises that bring the guidance to life.”
—Christopher Veronda
Manager, Communications & Public Affairs, Global Manufacturing & Logistics, Eastman Kodak Company
Past Chair and Senior Judge, Silver Anvil Awards Program, Public Relations Society of America

“I highly recommend this book. . . .Tom Hagley is reaching out. . .to campuses around the country, to new generations of writers who will learn to practice the [public relations] profession with a new paradigm of precision that judges of the profession’s prestigious competitions will applaud and that clients and employers will welcome with respect.”
—Glen T. Cameron, Ph.D.
Maxine Wilson Gregory Chair in Journalism Research, University of Missouri School of Journalism

“Whether you are a seasoned PR professional, or just starting out, this book provides valuable insights that teach and refresh the essential planning skills.”
—Erin Holland
Executive Vice President, General Manager Portland Office, Edelman Worldwide

“Through his masterful teaching, Tom Hagley has been bringing his years of ‘real world’ public relations experience into the classroom for students fortunate to have him as their professor. With the publication of his Writing Winning Proposals, Hagley's expertise will benefit thousands of students beyond his classrooms as well as professionals wanting to sharpen their skills.”
—Lynne M. Sallot, Ph.D., APR, Fellow PRSA
Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia

“Ask 10 practitioners from 10 different agencies their definition of a goal, objective, and strategy—the fundamental components of a PR plan—and you are likely to get 10 different answers. PR Cases: Writing Winning Proposals provides a great framework for consistency that should be a great benefit to any aspiring public relations professional.”
—Dean Rodgers
Senior Vice President/General Manager, Weber Shandwick Worldwide

“Tom Hagley provides a tremendous foundation for future public relations practitioners by focusing campaign planning on the goals of the client organization. He does a superb job of linking public relations practice to the interests of CEOs and others trained in management and marketing.”
—Jim Van Leuven, Ph.D., APR
Professor and Endowed Chair in Public Relations, University of Oregon School of Journalism and Communication

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Instructor's Manual (Download only)
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