PLAYBOOK INDEX
Note: Page numbers in this index were entered manually because of technological limitations in the self-publishing production process. If page numbers do not match correctly in your copy of the Playbook, request a correct index to tip into your book: tomhagley@gmail.com.
Artificial intelligence and your future 157
Billing, PR plans 188
Budgets, PR plans 188
Career, making moves 170
Career, personal safety and selfcare 55
Career, success strategy 27
Character, shaping yours 81
Classes, excelling in PR 62
Client relations 195
Client, expectations of PR execs and consultants 482
Client, first meeting—before, during, after 477
Corporate social responsibility 395
Counsel executives on compassion 399
Counsel executives on corporate social responsibility 395
Counsel executives on cultural competence 399
Counsel executives on public interest 403
Counselor, becoming one 214
Crisis and risk communication, public outrage 371
Crisis communication plans, add a code of conduct 378
Crisis communication, extensive readiness review 355
Critical Path Method 249
Critiquing proposals in other areas of communication 351
Cyber trolls, test yourself for being manipulated 264
Cyber warfare, what you should know 271
Decorum, how it relates to PR 124
Education, public relations 429
Facts, mind changing 320
Federal incident commands, public relations 443
Files, search and seizure of yours 126
Frog Show, PR plan components 235
Fundraising, creating irresistible opportunities 453
Fundraising, recruiting and retaining donors 465
Fundraising, serious event planning 458
Government public relations 421
Grammar, test and refresh your use 327
Image, showing yours with purpose 121
Influencers, building online networks 285
Internship pay 71
Internships 65
Issue management planning 139
Jargon, harmful to the profession 16
Job interview, tough questions 85
Job interviewing potential employers 88
Job interviews, AP style, testing your skill 93
Job interviews, getting hired 108
Job portfolios, creating 74
Job searching during the pandemic 44
Measuring PR plans 181
Media strategist, becoming one 202
Media, being a smart news source 409
Media, going off the record, sage advice 415
Mis/Dis information 148
Moral agents, ghostwriters, professional communicators 295
News source, be a smart one 409
Nuggets of wisdom—more 485
Obstruction of justice, obeying the law 131
Off the record 415
Online community engagement 220
Outrage, avoiding it 371
Pitching public relations 19
PR plan components 231
PR plan diagram 255
PR plan, preparing to write 227
PR plans, budgets and billing 188
PR plans, measurable results 181
PR plans, present in teams 253
PR plans, present visually 249
PR plans, team member accountability 262
PR plans, why rejected and path forward 244
PR profession, as a choice 3
PR profession, challenges 6
PR profession, impediments to growth 11
Professor Candello Interview: An Introduction To Issue Management 139
Professor Candello Interview: Artificial Intelligence And Your Future 157
Professor Candello Interview: Be A Media Strategist 202
Professor Candello Interview: Become A PR Counselor 214
Professor Candello Interview: Become A Strategic Planner 175
Professor Candello Interview: Client Relations: The Lynchpin 195
Professor Candello Interview: Critical Look At Budgets And Billing 188
Professor Candello Interview: Evaluate With Measurable Results 181
Professor Candello Interview: Make Career Moves Count 170
Professor Candello Interview: Mis-information And Dis-information 148
Professor Candello Interview: Online Community Engagement 220
Professor Candello Interview: Writing—A Career Accelerator 209
Professor Candello Interviews 137
Progress Tracking Report 261, 484
Public relations defined 13
Public relations firm, selecting one 473
Public relations in education 429
Public relations in federal incident commands 443
Public relations in government 421
Public relations in sport marketing 435
Public relations plan components 231
Public relations plan, writing 227
Public Relations Playbook, message to faculty 490
Public Relations Playbook, one of the best new PR books to read 492
Public Relations, Writing Winning Proposals 494
Recommendation letters 68
Research, a tactic to expedite 331
Resume 79
Risk and crisis communication, know the difference 371
Self-assess manipulation by trolls 264
Self-assess personal safety and selfcare 55
Self-assess success strategy 27
Self-assess your AP style knowledge 93
Self-assess your character 81
Self-assess your decorum 124
Self-assess your editing skills 344
Self-assess your grammar skills 327
Self-assess your image 121
Self-assess your writing skills 336, 290
Self-assess yourself as a moral agent 295
Self-assess yourself as a news source 409
Self-assess yourself as a PR team member 262
Speechwriting, beyond the basics 311
Spelling 118
Sport marketing, public relations 435
Strategic planner, becoming one 175
Teach or practice PR 24
Teaching PR, think now and benefit later 134
Team member accountability in PR planning 262
Team presentation of PR plans 253
Testimony, analyzing and writing to improve skills 336
Testimony, editing exercise to improve skills 344
Trust, an overlooked resource for building it 406
Volunteers, attracting, retaining 469
Writing for executives 382
Writing public relations plans 227
Writing testimony, analyzing and writing to improve skills 336
Writing Winning Proposals: PR Cases, 3rd Ed. 494
Writing, as a career accelerator 209
Writing, editing testimony to improve skills 344
Writing, facts, mind changing 320
Writing, grammar test to refresh your skill 327
Writing, improve in 16 ways 290
Writing, persuasive 298
Writing, test your organization 323
Writing, unlock “writer’s block” 304
Artificial intelligence and your future 157
Billing, PR plans 188
Budgets, PR plans 188
Career, making moves 170
Career, personal safety and selfcare 55
Career, success strategy 27
Character, shaping yours 81
Classes, excelling in PR 62
Client relations 195
Client, expectations of PR execs and consultants 482
Client, first meeting—before, during, after 477
Corporate social responsibility 395
Counsel executives on compassion 399
Counsel executives on corporate social responsibility 395
Counsel executives on cultural competence 399
Counsel executives on public interest 403
Counselor, becoming one 214
Crisis and risk communication, public outrage 371
Crisis communication plans, add a code of conduct 378
Crisis communication, extensive readiness review 355
Critical Path Method 249
Critiquing proposals in other areas of communication 351
Cyber trolls, test yourself for being manipulated 264
Cyber warfare, what you should know 271
Decorum, how it relates to PR 124
Education, public relations 429
Facts, mind changing 320
Federal incident commands, public relations 443
Files, search and seizure of yours 126
Frog Show, PR plan components 235
Fundraising, creating irresistible opportunities 453
Fundraising, recruiting and retaining donors 465
Fundraising, serious event planning 458
Government public relations 421
Grammar, test and refresh your use 327
Image, showing yours with purpose 121
Influencers, building online networks 285
Internship pay 71
Internships 65
Issue management planning 139
Jargon, harmful to the profession 16
Job interview, tough questions 85
Job interviewing potential employers 88
Job interviews, AP style, testing your skill 93
Job interviews, getting hired 108
Job portfolios, creating 74
Job searching during the pandemic 44
Measuring PR plans 181
Media strategist, becoming one 202
Media, being a smart news source 409
Media, going off the record, sage advice 415
Mis/Dis information 148
Moral agents, ghostwriters, professional communicators 295
News source, be a smart one 409
Nuggets of wisdom—more 485
Obstruction of justice, obeying the law 131
Off the record 415
Online community engagement 220
Outrage, avoiding it 371
Pitching public relations 19
PR plan components 231
PR plan diagram 255
PR plan, preparing to write 227
PR plans, budgets and billing 188
PR plans, measurable results 181
PR plans, present in teams 253
PR plans, present visually 249
PR plans, team member accountability 262
PR plans, why rejected and path forward 244
PR profession, as a choice 3
PR profession, challenges 6
PR profession, impediments to growth 11
Professor Candello Interview: An Introduction To Issue Management 139
Professor Candello Interview: Artificial Intelligence And Your Future 157
Professor Candello Interview: Be A Media Strategist 202
Professor Candello Interview: Become A PR Counselor 214
Professor Candello Interview: Become A Strategic Planner 175
Professor Candello Interview: Client Relations: The Lynchpin 195
Professor Candello Interview: Critical Look At Budgets And Billing 188
Professor Candello Interview: Evaluate With Measurable Results 181
Professor Candello Interview: Make Career Moves Count 170
Professor Candello Interview: Mis-information And Dis-information 148
Professor Candello Interview: Online Community Engagement 220
Professor Candello Interview: Writing—A Career Accelerator 209
Professor Candello Interviews 137
Progress Tracking Report 261, 484
Public relations defined 13
Public relations firm, selecting one 473
Public relations in education 429
Public relations in federal incident commands 443
Public relations in government 421
Public relations in sport marketing 435
Public relations plan components 231
Public relations plan, writing 227
Public Relations Playbook, message to faculty 490
Public Relations Playbook, one of the best new PR books to read 492
Public Relations, Writing Winning Proposals 494
Recommendation letters 68
Research, a tactic to expedite 331
Resume 79
Risk and crisis communication, know the difference 371
Self-assess manipulation by trolls 264
Self-assess personal safety and selfcare 55
Self-assess success strategy 27
Self-assess your AP style knowledge 93
Self-assess your character 81
Self-assess your decorum 124
Self-assess your editing skills 344
Self-assess your grammar skills 327
Self-assess your image 121
Self-assess your writing skills 336, 290
Self-assess yourself as a moral agent 295
Self-assess yourself as a news source 409
Self-assess yourself as a PR team member 262
Speechwriting, beyond the basics 311
Spelling 118
Sport marketing, public relations 435
Strategic planner, becoming one 175
Teach or practice PR 24
Teaching PR, think now and benefit later 134
Team member accountability in PR planning 262
Team presentation of PR plans 253
Testimony, analyzing and writing to improve skills 336
Testimony, editing exercise to improve skills 344
Trust, an overlooked resource for building it 406
Volunteers, attracting, retaining 469
Writing for executives 382
Writing public relations plans 227
Writing testimony, analyzing and writing to improve skills 336
Writing Winning Proposals: PR Cases, 3rd Ed. 494
Writing, as a career accelerator 209
Writing, editing testimony to improve skills 344
Writing, facts, mind changing 320
Writing, grammar test to refresh your skill 327
Writing, improve in 16 ways 290
Writing, persuasive 298
Writing, test your organization 323
Writing, unlock “writer’s block” 304
