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Developing the Public Relations Campaign : A Team-Based Approach

ISBN: 9780205359240 | 0205359248
Format: Paperback
Publisher: Allyn & Bacon
Pub. Date: 1/1/2005

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Developing the Public Relations Campaign takes a simple, easy-to-follow approach that helps students develop a public relations campaign in a service-learning environment.

This text is designed for courses that use a team project approach rather than a traditional lecture/note-taking model. It introduces a three-step process—the PIE chart—that more accurately describes the campaign development process used in the real world than the traditional RACE formula. Its practical approach, with exercises and case studies in every chapter, will guide students through the development of their own public relations campaigns.


  • Uses a service-learning approach that exposes students to worthy community causes and fits into most schools' existing service-learning programs.
  • Emphasizes the team project approach (compatible with the competitive agency model as well as other forms of team projects) helping students learn how to work in teams in class as well as in the real-world.
  • Offers one or more case studies per chapter, helping students learn from real-world examples.
  • About the Authors

    Randy Bobbitt is an assistant professor at the University of North Carolina-Wilmington, where he directs the public relations program within the Department of Communication Studies. Prior to going to UNCW, he taught at Marshall University and the University of South Florida. He holds a PhD from Bowling Green State University.

    Ruth Sullivan is an assistant professor at the W. Page Pitt School of Journalism and Mass Communication at Marshall University, where she teaches courses in print journalism and public relations. Professor Sullivan has received several awards for her work, including two First Place National Federation of Press Women National Awards and a Public Relations Society of America Crystal Award for internal communications in 2000.

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