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Introduction to Public Relations
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Introduction to Public Relations
Strategic, Digital, and Socially Responsible Communication

Second Edition
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October 2020 | 448 pages | SAGE Publications, Inc
Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations (PR) with a focus on new media and social responsibility. Recognizing that the shifts in technology, business, and culture require a fresh approach, authors Janis Teruggi Page and Lawrence J. Parnell show students how today's PR professionals create persuasive messages with modern technologies while working in line with the industry's foundations. The authors balance this approach with a focus on understanding communication theory, history, process, and practice, and how all these concepts can be applied to strategic PR planning. The Second Edition features new and refreshed content throughout, including cases, chapter-opening scenarios, and profiles of both young and senior practitioners with tips and career guidance for student success.

 
Preface
 
Acknowlegments
 
About the Authors
 
Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline
The Image of Public Relations in Popular Culture

 
Defining Public Relations: What’s in a Name?

 
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?

 
Growth of Public Relations Into a Global Industry

 
Roles and Functions for Public Relations Pros

 
Career Paths for Public Relations Professionals: Which Way Is Right for You?

 
 
Chapter 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Introducing Other Pioneers
A History of Public Relations in the Modern Era

 
Growth of the Public Relations Agency Sector

 
The Future of Public Relations

 
 
Chapter 3: Ethics and Law in Public Relations
Ethics in Public Relations

 
Stay Informed, Be Vigilant, Develop Professional and Personal Ethics

 
How Does Law Affect Public Relations?

 
 
Chapter 4: Foundations of Public Relations: Research and Theory
How to Begin

 
Primary Research Methods

 
The Big Ideas Behind Public Relations Strategies

 
Scenario Outcome

 
 
Chapter 5: Strategic Communication Planning
Foundations of Strategic Planning in Strategic Public Relations

 
Objectives

 
Programming

 
Evaluation, Research, and Measurement

 
 
Chapter 6: Public Relations Writing: Persuasive and Audience Focused
For a Public Relations Career, You Had Better Become a Good Writer

 
Public Relations Writing Strategy and Style

 
Generating Content: Public Relations Writing Essentials

 
 
Chapter 7: Media Relations in a Digital World
The State of the News Media Today

 
Communications Theory and Media Relations

 
Measuring News Coverage

 
Global Media Relations Trends and Tactics

 
 
Chapter 8: Social Media and Emerging Technologies
Social Media

 
The Value and Strategies of Social Media

 
A Showcase of Digital and Social Media PR Practices

 
Evaluating Social Media and Looking to the Future

 
 
Chapter 9: Corporate Social Responsibility and Community Relations
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?

 
Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation

 
Communicating Corporate Social Responsibility: Opportunities and Challenges

 
Community Relations and Corporate Social Responsibility

 
 
Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
Employee Relations and Healthy Organizations

 
Public Relations and Employee Engagement

 
Communication Challenges and Opportunities

 
Employee Relations and Corporate Social Responsibility

 
 
Chapter 11: Corporate Communication and Reputation Management
The Modern Corporation: Meeting the Challenge

 
Core Competencies of Corporate Communications

 
Corporate Communications and Corporate Social Responsibility

 
Financial Communications, Media Relations, and Investor Relationships

 
 
Chapter 12: Issues Management and Crisis Communication
Issues Management

 
Crisis Communications

 
Preparing for and Managing a Crisis

 
 
Chapter 13: Sports, Tourism, and Entertainment
Opportunities and Challenges of Sports Public Relations

 
Tourism: More Than Sightseeing

 
Entertainment Public Relations: Publicity and Much More

 
 
Chapter 14: Nonprofit, Health, Education, and Grassroots Organizations
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners

 
Health Communication

 
Public Relations Support of Educational Institutions

 
Public Relations in Grassroots Organizations

 
 
Chapter 15: Public Affairs, Government Relations, and Political Communications
Public Affairs, Government Relations, and Political Communications

 
Government Relations and Lobbying

 
Applying Public Relations Strategy to Campaigns and Elections

 
 
Chapter 16: Global Public Relations and Public Diplomacy
An Overview of Global Communications

 
Global Public Relations in Different Settings

 
Public Diplomacy, Strategic Public Relations, and Social Responsibility

 
 
Glossary
 
References

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Key features
NEW TO THIS EDITION:
  • New chapter-opening Scenarios include cases on how Orlando tourism officials overcame the impact of the Pulse nightclub shooting; the U.S. Custom and Border Protection (CBP) separation policy and its impact on nonprofits who shelter migrant children; and the controversial tweet by the Houston Rockets GM that set off a global crisis between the NBA and China.
  • Expanded content on the role played by women and people of color in the evolution of modern PR gives attention to historical figures that have been overlooked by other textbooks to inspire the next generation of PR professionals.
  • Enhanced analysis of social media and the vital role of digital communications in strategic communications is reflected in several chapters through in-depth reviews of these game-changing factors.
  • New content and insights address the growing interest in social responsibility and sustainability initiatives including CEO and investor social activism; employee preference for jobs with social purpose; and consumer demand for ethical brands.

KEY FEATURES:

  • Chapter-opening Scenarios frame chapter content and capture student attention by discussing current PR challenges. At the end of chapters, students explore various aspects of socially responsible communication to address the PR challenges.  
  • Socially Responsible Case Studies in each chapter illustrate the key responsibilities of a modern PR professional such as media relations, crisis communications, employee communications, applied communications research, and corporate and government-specific communications. Each case features problem-solving questions to encourage critical thinking.
  • Social Responsibility in Action boxes feature short, specific social responsibility cases to highlight best practices and effective tactics, showing the link between sound PR strategies and meaningful social responsibility programs.
  • Insight boxes highlight important or unique topics in each chapter and can be used to spark classroom discussion.
  • PR Profiles inspire students with stories from PR veterans and rising stars such as the U.S. CEO of Burson-Marsteller, the Chief Communication Officer of the United Nations Foundation, and the Executive VP at Havas PR. 

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