Includes index.

Contents: Understanding why planning is important, and how it relates to public relations: Case one: Mysterious sound in deschambault: Community relations -- Meeting the challenges of the planning environment: Case two: Black crater wildfire: Public information -- Role play and discussion questions -- Points of importance -- Writing and leading with integrity: Case three: What could go wrong?: Risk communication -- Role play -- Beginning the planning process with accountability; Case four: Getting nothing for something: Event planning -- Role play -- Internship program -- Measuring the effectiveness of public relations programs ans activities: Case five: Quality out of control: Employee communication -- Article: Does your company have the 'write' stuff? -- Guidelines for measuring the effectiveness of pr programs and activities -- Defining components of a public relations plan and rules for writing them: Case six: A whimsical public relations plan to influence the behavior of a frog -- Planning process overview -- Article: You can learn to be the idea person -- Creativity in public relations planning -- A student initiated public relations plan proposed to the center on diversity and community at the university of Oregon -- Silver anvil award campaign profiles -- Rules for writing components of a public relations plan -- Worksheets for drafting plans for cases -- More public relations cases: Problems, opportunities, challenges: Case seven: Uncharitable bloggers?: Social media -- Article: Charitable decision making made easier and mutually beneficial -- Case eight: Contaminated lagoon: Community relations -- Role play -- Article: Community relations can facilitate corporate growth -- Case nine: International art exhibit promotion: International art exhibit promotion and volunteer recruitment -- Role play -- Article: Start a recruitment epidemic -- Case ten: Charlie Zurlock: Media relations -- Role play -- Background: Custom parts company -- Article: What is a media strategist? -- Case eleven: Indycar racing: Hospitality event planning -- Role play -- Article: Stefan Johansson motorsports profile -- Case twelve: Violence at south county high: Public school emergency response -- Role play -- Discussion points -- Case thirteen: Are you prepared?: Crisis preparedness -- Role play -- Crisis: By the rule of advanced engagement -- Barriers to crisis planning -- Create a crisis code of conduct -- Crisis principles -- Case fourteen: Give and take away: Government relations -- Article: Does every chief executive officer have a ghostwriter? -- Case fifteen: Metha-don't: Crisis recovery -- Role play -- Case sixteen: Community alarmed: Crisis communication -- Article: CEOs must be visible leaders -- Case seventeen: What in the world would you like to share?: Fundraising -- Case eighteen: Downsize: Corporate communication -- Role play #1 -- Role play #2 -- Article: Downsizing: Focus on people -- Case nineteen: Superstar entrepreneur: Celebrity image building -- Article: Work with journalists and make CEO profiles soar -- Case twenty: Campus cafes: Marketing communication -- Article: Keep it simple.