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The Resource Public relations management by objectives, Norman R. Nager, T. Harrell Allen

Public relations management by objectives, Norman R. Nager, T. Harrell Allen

Label
Public relations management by objectives
Title
Public relations management by objectives
Statement of responsibility
Norman R. Nager, T. Harrell Allen
Creator
Contributor
Subject
Language
eng
Member of
Cataloging source
DLC
http://library.link/vocab/creatorDate
1936-
http://library.link/vocab/creatorName
Nager, Norman R.
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1942-
http://library.link/vocab/relatedWorkOrContributorName
Allen, T. Harrell
Series statement
Longman series in public communication
http://library.link/vocab/subjectName
  • Public relations
  • Management by objectives
Label
Public relations management by objectives, Norman R. Nager, T. Harrell Allen
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • 1. Introducing PR-MBO -- Trends toward managerial accountability -- Public relations: A definition in transition -- Management by objectives: The concept -- PR-MBO defined -- 10 conditions of objectives -- Case illustration: Motorcycle safety results -- 14 objectives for analysis -- 8 goals for matching self-test
  • 2. PR-MBO as a management system -- The economic and social climate -- The systems approach -- Two ways to apply systems -- A definition of systems -- Public relations as a system -- Systems concepts -- Systems and public relations roles -- MBO as a system -- 4 components of the MBO system -- Influence at two levels -- The ARCO PR-MBO systems model -- PR-MBO and the C-R-E-A-T-E system -- The PR-MBO self-test
  • 3. Creating goals and objectives -- Clearing away confusion -- Terms not interchangeable -- How to write goals -- Criteria for objectives -- Making objectives specific -- The language of specificity -- Standards of achievement -- How to improve weak objectives -- Finding objectives -- Objective trees -- Model 1: Northwest disaster -- Model 2: The C-R-E-A-T-E system adapted to a job campaign -- Creating goals and objectives for time management
  • 4. Applying PR-MBO and systems approaches to PR writing -- Purpose of PR-MBO writing system -- Overview of PR writing system -- Realities of professional practice -- Models for structuring PR writing
  • 5. The 10-step PR-MBO writing system -- To help "Fathom the mysteries" -- 1. Client/employer objectives -- 2. Audiences/publics and why -- 3. Audience characteristics -- 4. Audience objectives -- 5. Media/channels and why -- 6. Media/channels objectives -- 7. Sources and question -- 8. Communication strategies -- 9. Essence of message -- 10. Nonverbal support -- Putting it all together -- Los Angeles Times PR-MBO case -- Toward a businesslike approach -- Self-test: You close a plant or service
  • 6. PR-MBO research-evaluation: Follow-through for effectiveness -- Evaluation for effectiveness -- Measurability trend -- Case study: Northeast saves energy -- Case study: Du Pont Solar Challenger -- Case study: New York triples teen jobs -- Evaluation flows from research -- Overview of rest of chapter -- Measuring: The reality today -- Defining PR-MBO evaluation -- The CIPP Evaluation Model -- Research for results -- Research defined -- Case study: Blooming prairie -- Professionals and computers -- Research design and setting -- Describe or explain -- Case study: Schools in crisis -- Research methods for PR -- Scientific surveys -- Sampling procedures -- Probability sampling -- Nonprobability sampling -- Tests to measure results -- Computer-assisted analysis -- Simplicity through Q-Sort -- Content analysis -- Media tracking model -- Participant observation -- Unobtrusive measures -- Futures research -- Combined approach
  • 7. C-R-E-A-T-E system's energy, action, and time/resources planning -- Public relations energy -- Energy and entropy -- Research provides the fuel -- Burnout -- Programming creative thought -- Fantasyland case: Creative energy -- Action: To create client improvements -- Examples of PR actions -- Case study: Nutrition program impact -- Case study: A good deed for scouts -- Time/resources planning -- Priorities and manageability -- Time lines -- 16 steps to program -- Built-in follow-through -- How to find th time -- Budgeting resources -- Budgeting funds creatively -- Planning techniques -- C-R-E-A-T-E case study: S & L merger
  • 8. Crisis management by objectives -- Fight-flight syndrome -- Programmed for survival -- PR and survival cues -- Systems out of control -- Objectives to minimize damage -- Case study: Lloyds bank robbery -- Case study: Disneyland safety furor -- Dilemma: Public panic or media wrath? -- Objectives to minimize coverage -- Case study: Nixon after Watergate -- Cover-up crisis guidelines -- Managing "routine" crises -- Check of your organization's plans -- Early warning role -- Place to start: Propose PR charter -- 10 sources for detecting potential crises -- Timing crisis preparation -- Case study: Three Mile Island -- Case study: St. Joseph's daily pattern -- Invest in "untapped reservoir" -- Case study: Moscow Olympics boycott -- How to build PR staff reserves -- How to adapt deadline techniques -- How to use scenario planning -- Turning crisis into opportunity -- Case study: Ford-UAW create new agenda -- Case study: Disneyland revisited -- Case study: Dialogue with Jewish leaders -- Case study: Kaiser vs. ABC's "20/20" -- How to come out positive -- Preparations to bring out strengths -- How to mobilize publics -- Case study: Continental takeover fight -- Case study: Tylenol's comeback -- Case study: McDonnell Douglas DC-10 stirs loyalty -- When not to publicize good deeds -- Case study: Woman's next-to-last death -- Case study: Surgical gas mixup -- Preparing for the impossible -- Case study: Hostages in El Salvador -- Case study: Ensuring insurance firm -- Case study: Tornado hits Kalamazoo -- "The beginning of the answer"
  • 9. Implementing a PR-MBO system -- A time for decision -- A managerial challenge from within profession -- A managerial challenge from the top -- PR-MBO benefits -- Better management of time -- Fewer unexpected crises -- No dilution of effort -- Better job description -- Introducing PR-MBO -- Timing and climate for change -- Where to begin PR-MBO -- 3 beginning points -- Point of origin: 3 options -- A fourth option: You -- PR-MBO and "orders of reality" -- Involving the CEO -- Strategies for involvement -- RCA Board Chairman and PR-MBO -- RCA report to shareholders -- PR-MBO self-test -- A time to upgrade human relations -- Appendix A: Glossary of research terms -- Appendix B: Organizations and periodicals
Control code
9394672
Dimensions
24 cm
Extent
xii, 403 pages
Isbn
9780582283411
Isbn Type
(pbk.)
Lccn
83005418
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
(WaOLN)586684
Label
Public relations management by objectives, Norman R. Nager, T. Harrell Allen
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • 1. Introducing PR-MBO -- Trends toward managerial accountability -- Public relations: A definition in transition -- Management by objectives: The concept -- PR-MBO defined -- 10 conditions of objectives -- Case illustration: Motorcycle safety results -- 14 objectives for analysis -- 8 goals for matching self-test
  • 2. PR-MBO as a management system -- The economic and social climate -- The systems approach -- Two ways to apply systems -- A definition of systems -- Public relations as a system -- Systems concepts -- Systems and public relations roles -- MBO as a system -- 4 components of the MBO system -- Influence at two levels -- The ARCO PR-MBO systems model -- PR-MBO and the C-R-E-A-T-E system -- The PR-MBO self-test
  • 3. Creating goals and objectives -- Clearing away confusion -- Terms not interchangeable -- How to write goals -- Criteria for objectives -- Making objectives specific -- The language of specificity -- Standards of achievement -- How to improve weak objectives -- Finding objectives -- Objective trees -- Model 1: Northwest disaster -- Model 2: The C-R-E-A-T-E system adapted to a job campaign -- Creating goals and objectives for time management
  • 4. Applying PR-MBO and systems approaches to PR writing -- Purpose of PR-MBO writing system -- Overview of PR writing system -- Realities of professional practice -- Models for structuring PR writing
  • 5. The 10-step PR-MBO writing system -- To help "Fathom the mysteries" -- 1. Client/employer objectives -- 2. Audiences/publics and why -- 3. Audience characteristics -- 4. Audience objectives -- 5. Media/channels and why -- 6. Media/channels objectives -- 7. Sources and question -- 8. Communication strategies -- 9. Essence of message -- 10. Nonverbal support -- Putting it all together -- Los Angeles Times PR-MBO case -- Toward a businesslike approach -- Self-test: You close a plant or service
  • 6. PR-MBO research-evaluation: Follow-through for effectiveness -- Evaluation for effectiveness -- Measurability trend -- Case study: Northeast saves energy -- Case study: Du Pont Solar Challenger -- Case study: New York triples teen jobs -- Evaluation flows from research -- Overview of rest of chapter -- Measuring: The reality today -- Defining PR-MBO evaluation -- The CIPP Evaluation Model -- Research for results -- Research defined -- Case study: Blooming prairie -- Professionals and computers -- Research design and setting -- Describe or explain -- Case study: Schools in crisis -- Research methods for PR -- Scientific surveys -- Sampling procedures -- Probability sampling -- Nonprobability sampling -- Tests to measure results -- Computer-assisted analysis -- Simplicity through Q-Sort -- Content analysis -- Media tracking model -- Participant observation -- Unobtrusive measures -- Futures research -- Combined approach
  • 7. C-R-E-A-T-E system's energy, action, and time/resources planning -- Public relations energy -- Energy and entropy -- Research provides the fuel -- Burnout -- Programming creative thought -- Fantasyland case: Creative energy -- Action: To create client improvements -- Examples of PR actions -- Case study: Nutrition program impact -- Case study: A good deed for scouts -- Time/resources planning -- Priorities and manageability -- Time lines -- 16 steps to program -- Built-in follow-through -- How to find th time -- Budgeting resources -- Budgeting funds creatively -- Planning techniques -- C-R-E-A-T-E case study: S & L merger
  • 8. Crisis management by objectives -- Fight-flight syndrome -- Programmed for survival -- PR and survival cues -- Systems out of control -- Objectives to minimize damage -- Case study: Lloyds bank robbery -- Case study: Disneyland safety furor -- Dilemma: Public panic or media wrath? -- Objectives to minimize coverage -- Case study: Nixon after Watergate -- Cover-up crisis guidelines -- Managing "routine" crises -- Check of your organization's plans -- Early warning role -- Place to start: Propose PR charter -- 10 sources for detecting potential crises -- Timing crisis preparation -- Case study: Three Mile Island -- Case study: St. Joseph's daily pattern -- Invest in "untapped reservoir" -- Case study: Moscow Olympics boycott -- How to build PR staff reserves -- How to adapt deadline techniques -- How to use scenario planning -- Turning crisis into opportunity -- Case study: Ford-UAW create new agenda -- Case study: Disneyland revisited -- Case study: Dialogue with Jewish leaders -- Case study: Kaiser vs. ABC's "20/20" -- How to come out positive -- Preparations to bring out strengths -- How to mobilize publics -- Case study: Continental takeover fight -- Case study: Tylenol's comeback -- Case study: McDonnell Douglas DC-10 stirs loyalty -- When not to publicize good deeds -- Case study: Woman's next-to-last death -- Case study: Surgical gas mixup -- Preparing for the impossible -- Case study: Hostages in El Salvador -- Case study: Ensuring insurance firm -- Case study: Tornado hits Kalamazoo -- "The beginning of the answer"
  • 9. Implementing a PR-MBO system -- A time for decision -- A managerial challenge from within profession -- A managerial challenge from the top -- PR-MBO benefits -- Better management of time -- Fewer unexpected crises -- No dilution of effort -- Better job description -- Introducing PR-MBO -- Timing and climate for change -- Where to begin PR-MBO -- 3 beginning points -- Point of origin: 3 options -- A fourth option: You -- PR-MBO and "orders of reality" -- Involving the CEO -- Strategies for involvement -- RCA Board Chairman and PR-MBO -- RCA report to shareholders -- PR-MBO self-test -- A time to upgrade human relations -- Appendix A: Glossary of research terms -- Appendix B: Organizations and periodicals
Control code
9394672
Dimensions
24 cm
Extent
xii, 403 pages
Isbn
9780582283411
Isbn Type
(pbk.)
Lccn
83005418
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
(WaOLN)586684

Library Locations

    • Thomas Jefferson LibraryBorrow it
      1 University Blvd, St. Louis, MO, 63121, US
      38.710138 -90.311107
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