Public Relations Playbook: Table of Contents
REVIEWS
FOREWORD
INTRODUCTION
Part I. The Public Relations Profession
1. Is public relations a good career choice?
2. The profession has challenges
3. Historic practices impede the profession's growth
4. Its market value depends on how public relations is defined
5. What is jargon doing to the profession?
6. What's it like to 'sell' public relations?
7. What's your preference: practicing PR or teaching PR?
8. Success in the profession requires a strategy
Part II. Getting started in the public relations profession
9. Are you up to the challenge as an entry professional?
10. Advice to PR job candidates during the pandemic and beyond
11. Safety and self-care Strategies
12. Get more out of PR classes
13. Get what you want from internships
14. Get superlative recommendation letters
15. Internships, entry jobs and the matter of pay
16. Your portfolio presentation is due!
17. Add leadership, rather than memberships, to your resume
18. Shape your character by design
19. Answer the tough job interview questions
20. How to interview a prospective employer
21. Why did you bring an AP stylebook to this interview?
22. Influence prospective employers to hire you
23. Shud job inerviews inclood spelling tests?
24. Post your online image with purpose
25. Professional decorum: what does that mean?
26. Prepare for a surprise federal search and seizure of your files
27. Obstructing justice. Who? Me!
28. Think now about teaching public relations later
Part III. Professor Candello Interviews
29. An introduction to issue management planning
30. Mis-information and Dis-information
31. Artificial intelligence and your future
32. Make career moves count
33. Become a strategic planner
34. Evaluate with measurable results
35. Critical look at budgets and billing
36. Client Relations: The Lynchpin
37. Be a media strategist
38. Writing—a career accelerator
39. Become a PR counselor
40. Online community engagement
Part IV. Tactics to excel in class and at work
41. Preparing to write a public relations plan
42. A whimsical introduction to public relations plans
43. Why public relations plans get rejected and a pathway forward
44. Use CPM to present public relations plans visually
45. Presenting PR plans in teams
46. What to do when your grade depends on other team members
47. Have you been manipulated by cyber trolls?
48. What you should know about cyber warfare
49. Build online networks to reach influencers
50. Improve your public relations writing in 16 controllable ways
51. Do ghostwriters and professional communicators have a responsibility as moral agents?
52. A secret to persuasive writing
53. Easily overcome writer's block
54. Five tips beyond the basics of speechwriting
55. Why facts don't change minds
56. Ask your leader to give your organization a writing test
57. Does your use of English grammar reflect the image of a professional?
58. Unique tactic to expedite research
59. 'Supreme' lesson in writing testimony
60. Impeachment trial and editing testimony
61. Afraid to critique advertising proposals? If so, why?
62. Crisis Communication: A Readiness Review
63. Avoid outrage—know the difference between risk and crisis communication
64. Put a backbone in crisis communication plans
65. What you need to know in writing for executives
66. Advise executives in advance to lead with compassion
67. Reduce stakeholder anxiety with corporate social responsibility
68. Show executive managers how to build cultural competence
69. Is there a seat in the boardroom for the public interest?
70. Navigating over rocks of distrust
71. Be a smart news source
72. Going off the record? Don't get stung!
73. Public relations in government
74. Public relations in education
75. Public relations in sport marketing
76. Public Relations in Federal Incident Commands
77. Creating irresistible funding opportunities
78. Checklist for serious fund raising
79. Think of donors as 'lost patrons'
80. Attract and retain a whole cadre of volunteers
81. How to select a PR firm
82. First meeting with a client—before, during and after
83. What clients expect from PR account execs and consultants
More Nuggets of Wisdom
Public Relations Faculty
One Of The Best New Public Relations Books To Read In 2020
NEW 3rd EDITION Writing Winning Proposals: Public Relations Cases
Bookplate
FOREWORD
INTRODUCTION
Part I. The Public Relations Profession
1. Is public relations a good career choice?
2. The profession has challenges
3. Historic practices impede the profession's growth
4. Its market value depends on how public relations is defined
5. What is jargon doing to the profession?
6. What's it like to 'sell' public relations?
7. What's your preference: practicing PR or teaching PR?
8. Success in the profession requires a strategy
Part II. Getting started in the public relations profession
9. Are you up to the challenge as an entry professional?
10. Advice to PR job candidates during the pandemic and beyond
11. Safety and self-care Strategies
12. Get more out of PR classes
13. Get what you want from internships
14. Get superlative recommendation letters
15. Internships, entry jobs and the matter of pay
16. Your portfolio presentation is due!
17. Add leadership, rather than memberships, to your resume
18. Shape your character by design
19. Answer the tough job interview questions
20. How to interview a prospective employer
21. Why did you bring an AP stylebook to this interview?
22. Influence prospective employers to hire you
23. Shud job inerviews inclood spelling tests?
24. Post your online image with purpose
25. Professional decorum: what does that mean?
26. Prepare for a surprise federal search and seizure of your files
27. Obstructing justice. Who? Me!
28. Think now about teaching public relations later
Part III. Professor Candello Interviews
29. An introduction to issue management planning
30. Mis-information and Dis-information
31. Artificial intelligence and your future
32. Make career moves count
33. Become a strategic planner
34. Evaluate with measurable results
35. Critical look at budgets and billing
36. Client Relations: The Lynchpin
37. Be a media strategist
38. Writing—a career accelerator
39. Become a PR counselor
40. Online community engagement
Part IV. Tactics to excel in class and at work
41. Preparing to write a public relations plan
42. A whimsical introduction to public relations plans
43. Why public relations plans get rejected and a pathway forward
44. Use CPM to present public relations plans visually
45. Presenting PR plans in teams
46. What to do when your grade depends on other team members
47. Have you been manipulated by cyber trolls?
48. What you should know about cyber warfare
49. Build online networks to reach influencers
50. Improve your public relations writing in 16 controllable ways
51. Do ghostwriters and professional communicators have a responsibility as moral agents?
52. A secret to persuasive writing
53. Easily overcome writer's block
54. Five tips beyond the basics of speechwriting
55. Why facts don't change minds
56. Ask your leader to give your organization a writing test
57. Does your use of English grammar reflect the image of a professional?
58. Unique tactic to expedite research
59. 'Supreme' lesson in writing testimony
60. Impeachment trial and editing testimony
61. Afraid to critique advertising proposals? If so, why?
62. Crisis Communication: A Readiness Review
63. Avoid outrage—know the difference between risk and crisis communication
64. Put a backbone in crisis communication plans
65. What you need to know in writing for executives
66. Advise executives in advance to lead with compassion
67. Reduce stakeholder anxiety with corporate social responsibility
68. Show executive managers how to build cultural competence
69. Is there a seat in the boardroom for the public interest?
70. Navigating over rocks of distrust
71. Be a smart news source
72. Going off the record? Don't get stung!
73. Public relations in government
74. Public relations in education
75. Public relations in sport marketing
76. Public Relations in Federal Incident Commands
77. Creating irresistible funding opportunities
78. Checklist for serious fund raising
79. Think of donors as 'lost patrons'
80. Attract and retain a whole cadre of volunteers
81. How to select a PR firm
82. First meeting with a client—before, during and after
83. What clients expect from PR account execs and consultants
More Nuggets of Wisdom
Public Relations Faculty
One Of The Best New Public Relations Books To Read In 2020
NEW 3rd EDITION Writing Winning Proposals: Public Relations Cases
Bookplate
