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

Third Edition

Janis Teruggi Page - University of Illinois at Chicago
Lawrence J. Parnell - George Washington University, Washington D.C., USA

Courses:
Introduction to Public Relations | Public Relations Campaigns & Promotions

January 2025 | SAGE Publications, Inc

Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication, Third Edition presents the comprehensive field of public relations as it is today and will be tomorrow. Recognizing that the shifts in technology, business, and culture require a fresh approach, Janis T. Page and Lawrence Parnell present an introductory text that shows how today's PR professionals create persuasive messages with modern technologies, but also work in line with the industry's foundations. The authors’ main goal is to develop ethical and socially responsible communicators who are more concerned with building trust and respect with the diverse communities than envisioning the next viral campaign. The text balances this approach with a focus on understanding communication theory, history, process, and practice and how all of these concepts can be applied to strategic public relations planning. The Third Edition recognizes that the tide of social responsibility and sustainability initiatives, CEO and investor social activism, employee preference for jobs with social purpose, and consumer demand for ethical brands has continued to rise and addresses these changes with refreshed content throughout, including new and updated features, recent examples, case studies, and chapter-opening scenarios.

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ISBN: 9781071901953 Paperback Suggested Retail Price: $166.00 Bookstore Price: $132.80

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Preface

Acknowledgments

About The Authors

Chapter 1: Public Relations: A Strategic, Evolving Discipline

Public Relations: Perception Versus Reality

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?

Wrap Up

Chapter Summary

Chapter 2: The History of Modern Public Relations

A History of Public Relations in the Modern Era

Growth of The Public Relations Agency Sector

The Future of Public Relations

Wrap Up

Chapter Summary

Chapter 3: Corporate Social Responsibility and Environmental Sustainability

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

Wrap Up

Chapter Summary

Chapter 4: 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?

Wrap Up

Chapter Summary

Chapter 5: Foundations of Public Relations: Research and Theory

Research: The First Step in the PR Process

Primary Research Methods

Media and Mass Communication Theory: The Big Ideas Behind Public Relations Strategies

More Big Ideas: Persuasion and Management Theories

Wrap Up

Chapter Summary

Chapter 6: Strategic Communication Planning

Foundations of Strategic Planning in Public Relations

Objectives

Programming

Evaluation, Research, and Measurement

Wrap Up

Chapter Summary

Chapter 7: 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

Long-Form PR Writing

Wrap Up

Chapter Summary

Chapter 8: Digital and Social Media

Social Media

The Value and Strategies of Social Media

Evaluating Online Presence and Looking to the Future

Wrap Up

Chapter Summary

Chapter 9: Media Relations in a Digital World

The State of the News Media Today

Current Practice of Media Relations

Communications Theory and Media Relations

Measuring News Coverage

Global Media Relations Trends and Tactics

Wrap Up

Chapter Summary

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

Wrap Up

Chapter Summary

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 Relations

Wrap Up

Chapter Summary

Chapter 12: Issues Management and Crisis Communication

Issues Management

Crisis Communications

Preparing For and Managing a Crisis

Wrap Up

Chapter Summary

Chapter 13: Nonprofit and Health Communication

Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners

Public Relations in Nonprofit Advocacy Organizations

Health Communication

Health Communication Lessons From the Pandemic

Wrap Up

Chapter Summary

Chapter 14: Public Affairs, Government Relations, and Political Communications

Understanding PR in a Government Setting

Public Affairs as Compared to Public Relations

Government Relations and Lobbying

Applying Public Relations Strategy to Campaigns and Elections

Wrap Up

Chapter Summary

Chapter 15: 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

Wrap Up

Chapter Summary

Chapter 16: Sports and Tourism

Opportunities and Challenges of Sports Public Relations

Being Good Sports: CSR in the Sports PR World

Tourism: More Than Sightseeing

Sustainability and Social Responsibility in Tourism PR

Wrap Up

Chapter Summary

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Key features

NEW TO THIS EDITION:

New chapter-opening scenarios, including BMO and Bank of the West’s corporate merger, responding to the opioid crisis in Washington DC, the strategy behind the NFL’s Washington Commanders’ rebrand, Delta Airline’s “Protected Together” campaign during COVID-19, and more.
New and updated analysis of social media, digital communication, and the emerging role of artificial intelligence (AI) in strategic communications.
Reorganized Table of Contents, including moving “Corporate Social Responsibility and Environmental Sustainability” up to Chapter 3.
Updated and current examples, including LEGO’s CSR initiatives, Vias’s “Visa Superpower: Security” campaign, corporate sponsors of the 2024 Paris Olympics, social media campaigns from companies like Megaworld Foundation, W Hotels, H&R Block, Motel 6, Walmart, and Comcast, and companies that demonstrate commitment to CSR and employee engagement like Wells Fargo, Hasbro, and Nvidia.
New PR Profiles of both young and senior practitioners provide tips and career guidance to students.
New case studies including Mastercard’s TrueName campaign, Verizon’s “9/12: The Untold Story of Reconnecting New York” immersive employees-only digital experience, and Orange County, CA’s “United to End Homelessness” campaign.

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

Supplements

Sage College Publishing