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Chapter 1: Getting Started
- Putting this Guide to Work for You
- Elements of Effective Communications
- The Communications Wheel
- Midland University — A Mythical Setting
- For Further Consideration
Chapter 2: What Do We Do First?
- Mission and Context in Communication Planning
- Understanding Your Institutional Context
- Understanding the Community Context
- Understanding the State and National Context
- Understanding the Media Environment
- a Case Study in Mission and Context
Chapter 3: Who’s Out There?
- Your Key Audiences and Opinion Leaders
- Identifying and Classifying Key Audiences
- Assessing Audiences
- Identifying Public Opinion Leaders
- Faculty — A Crucial "Invisible" Audience
- Students — An Even More "Invisible" Audience
- The "Invisible" Community
- For Further Consideration
Chapter 4: How It’ll Play in Peoria
- Researching Audience Attitudes
- What Determines Attitudes
- Engines of Attitude Change
- Listening Well
- Informal Survey Methods
- Formal Survey Methods and Audience Research
- For Further Consideration
Chapter 5: a Picture or a Thousand Words
- Surveying Your Media Options
- Reviewing Your Options
- Selecting the Medium for Your Message
- Other Considerations in Selecting Media
- Scoring Your Selections
- How to Assess the Medium
- Coming Back to the Control Issue
- For Further Consideration
Chapter 6: Know Where You’re Going, So You Know When You Get There
- Planning Your Communications Program
- Elements of a Sound Plan
- Setting Your Goals — The First Step in Planning
- Degrees of Planning
- Plan Formats
- The Time Frame
- Amanda Perkins and the Midland Plan
- Hallmarks of an Effective Communications Program
- For Further Consideration
Chapter 7: You’re Not Alone
- Marshaling Communications Assistance
- Help from Those Who Know You Best — Intradepartmental Aid
- Foraging in Other Fields — Interdepartmental Aid
- Other Sources of Assistance
- Foraging Further Afield — Help on the Outside
- National Networks/associations
- For Further Consideration
Chapter 8: Putting Your Money Where Your Message Is
- Finding and Budgeting Funds
- The Fiscal/talent Audit
- Finding Funds Through Reallocation
- Asking for Resources to Meet Your Needs
- Finding Funds Outside the Organization
- Budgeting Funds
- The Publish and Perish Environment
- Getting Bang for the Buck
- What to Spend Your Money on — And What Not to
Chapter 9: a Rose by Any Other Name
- Your Message and the Medium
- Distillation Comes First
- Gathering Data: The Communications Copy Kit
- Converting Data to Messages: The Copy Kit in Action
- Massaging Your Message to Fit Media and Audience
- Packing Your Message with Punch
- The 30-3-30 Formula Hits a Moving Target
- Paying Attention to Structure
- Is it Expository, Demonstrative, or Motivational?
- Developing and Tailoring the Message: A Case Study
- For Further Consideration
Chapter 10: Breaking Through
- Mating Media and Audiences
- Thinking in "Circles of Influence"
- Media of Influence
- Personal Communications
- Direct Communications
- Indirect Communications
Chapter 11: a Special Audience — The News Media
- Dealing with the Gatekeepers
- What Is News and What Makes a Campus Newsworthy?
- Understanding the Culture of the News Media
- 13-plus Commandments for Good Media Relations
- Getting Your Message into the News Media
- Reporting and Releasing Research News
- Responding to Media Inquiries (Friendly and Otherwise)
- For Further Consideration
Chapter 12: From Crises to Campaigns
- Communications Tips for Challenging Situations
- Communications in a Crisis
- Communication and the "Quiet Crisis"
- Communications in a Campaign
- Learning from Others
- For Further Consideration
Chapter 13: Driving the Information Superhighway
- Leadership Communications in the Electronic Age
- Overcoming Cyberphobia
- Computers as Tools
- Cruising the Information Superhighway
- Internet Issues
Chapter 4teen: How to Know When You Get There
- Measuring the Results of Effective Communications
- Pudding Proof
- Bean-counting
- Tracking
- Split Runs
- Critiques
- Questionnaires
- Focus Groups
- Reader Surveys
- Informal Evaluations
Chapter Fifteen: The Sum of the Parts
- The Interplay of Multiple Communications Strategies
- The Leader’s Role
- Meeting Public Expectations
- a Thousand Points of Light
- a Personal Perspective on Public Relations
- The Elements of Effective Communication
- For Further Consideration
Epilogue
References
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