Writing Winning Proposals: PR Cases shows readers 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.
Table of Contents
Foreword by Glen T. Cameron, Ph.D.
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.
Tom Hagley joined the faculty of the School of Journalism and Communication in 2001 following 30 years of professional practice in public relations. He was the 2007 recipient of the Jonathan Marshall Award for innovative teaching. He earned B.S. and M.S. degrees and ROTC commission from Ohio University. Prior to his work in public relations, he was a rifle platoon leader in Vietnam, 1966, with Bronze Star for meritorious service, 1st Division (Big Red One), 1st Battalion, 26th Infantry Blue Spaders, the unit that most recently was at the center of trying to put down spiraling violence in eastern Bagdad when Iraq was on the brink of all-out civil war late in 2006
"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."
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."
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."
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