Research and measurement come alive in Chapter Five on Page 63 of Writing Winning Proposals PR Cases. Students find a dramatic illustration of the invaluable use of research in an employee communication case titled, "Quality Out of Control." Personal interviews with members of a production staff are summarized in one or two-word responses illustrated in an array of brightly-colored signs from which confusion, inconsistencies, misinterpretations can readily be determined. The case leads to discussion based on the Gold Standard Paper by the Commission on Public Relations Measurement & Evaluation published by the Institute for Public Relations and presented in its entirety beginning on Page 76.
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Raising the bar in public relations
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2nd Edition
The 2nd edition of my book was published in August 2009 and is available at www.cognella.com/titles/hagley/
Writing Winning Proposals
"Writing by the rules creates winning proposals and helps raise the bar in public relations," Tom Hagley, senior instructor of public relations, University of Oregon School of Journalism and Communication.
Contact: thagley@tomhagley.com
© 2009 Tom Hagley. All Rights Reserved.