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

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January 2018 | 496 pages | SAGE Publications, Inc

How can public relations play a more active role in the betterment of society?

Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communication prepares students for success in today’s fast-changing PR environment. Recognizing that developments in technology, business, and culture require a fresh approach, Janis T. Page and Lawrence Parnell have written a practical introductory text that aligns these shifts with the body of knowledge from which the discipline of public relations was built. Because the practice of public relations is rooted in credibility, the authors believe that students must become ethical and socially responsible communicators more concerned with building trust and respect with diverse communities than with creating throwaway content. The authors balance this approach with a focus on communication theory, history, process, and practice and on understanding how these apply to strategic public relations planning, as well as on learning how to create a believable and persuasive message.

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Section One: Understanding Public Relations
 
Chapter 1: Strategic Public Relations- A Constantly Evolving Discipline
Scenario: IBM Employees Celebrate 100 Years of Service  
Learning Objectives  
The Image of the Public Relations in Popular Culture  
Defining Public Relations: What's in a Name?  
Insights: What Is Public Relations?  
Insights: Public Relations or Advertisement?  
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well By Doing Good, or Is It More Complex?  
Social Responsibility in Action: Arguments in Favor of Corporate Social Responsibility  
Social Responsibility in Action: Gap Year Leads to Global Stage for Nongovernmental Organizations  
Growth of Public Relations into a Global Industry  
Roles and Functions for Public Relations Pros  
Public Relations Personality: How I Started and Built My Career in Public Relations and Corporate Social Responsibility  
Career Paths for Public Relations Professionals: Which Way is Right for You?  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Allstate Purple Purse- Raising Awareness and Funds for Victims  
Corporate Social Responsibility Case Study: The Nature Conservancy- Connecting City Water Supplies with Nature  
 
Chapter 2: The History and Evolution of Modern Public Relations- From Barnum to Lee, Bernays to Page, and Other Public Relations Pioneers
Scenario: Breaking Ground in Crisis Management- Ivy Lee and the Pennsylvania Railroad  
Learning Outcomes  
A History of Public Relations in the Modern Era  
Public Relations Personality: Paving the Way for Corporate Public Relations- Arthur W. Page and AT&T  
Growth of the Public Relations Agency  
Insight: Pioneering African Americans and Women in the Agency Field  
Insights: Public Relation's Focus Differs by Organization  
Origins, Definitions, and Driving Forces of Corporate Social Responsibility  
Social Responsibility in Action: PR News Award for Best Corporate Social Responsibility Annual Report  
The Future of Public Relations  
Social Responsibility in Action: U.S. Secretary of State's Award for Corporate Excellence  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Edward Bernays and Light's Golden Jubilee  
Corporate Social Responsibility Case Study: Johnson & Johnson's Tylenol Poisoning Crisis  
 
Chapter 3: Ethics and Law in Public Relations
Scenario: Doing Good in the Face of Cultural Norms  
Ethics in Public Relations  
Social Responsibility in Action: Social Movement Organizations and Ethics  
Insights: A Personal Framework for Ethical Reasoning in Public Relations  
Stay Informed, Be Vigilant, Develop Personal Ethics  
Public Relations Personality: Does Public Relations Mean Lying?  
How Does Law Affect Public Relations?  
Insights: The Ethical Implications of Citizens United  
Social Responsibility in Action: Nike and Sweatshop Labor  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Coca-Cola's Fight Against Obesity  
Corporate Social Responsibility Case Study: Burson-Marsteller's "Whisper Campaign"  
 
Chapter 4: Foundations of Public Relations- Research and Theory
Learning Objectives  
Scenario: The "Biggest Healthy Snacking Brand in the World"?  
How to Begin  
Insights: Dos and Don'ts: Research Ethics  
Primary Research Methods  
Public Relations Personality: Ask, Answer, Recommend- Using Research to Understand Business Goals and Developing Innovative Public Relations Strategies  
The Big Ideas Behind Public Relations Strategies  
Insights: The How and the Why of Theory  
Social Responsibility in Action: TOMS's "One Day Without Shoes"  
Social Responsibility in Action: How Merck Communicated with AIDS Activists  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Allstate Realty Rides® Combats Distractions with a Virtual Driving Simulator  
Corporate Social Responsibility Case Study: The Monster-Free Mouths Movement: AAPD Makes a Big Deal About the Importance of Little Teeth  
 
Chapter 5: Implement Your Strategic Communications Plan
Scenario: Creating Awareness of Skin Cancer Among African Americans  
Learning Objectives  
Foundations of Strategic Planning in Strategic Public Relations  
Social Responsibility in Action: Starting a Corporate Philanthropy Program Objectives  
Public Relations Personality: Planning for Growth: How Public Relations Planning and Implementation Can Drive Social Change  
Programming  
Insights: Social Responsibility Planning: A Competitive Advantage?  
Insights: Strategic Public Relations Planning: A GPS for Success  
Evaluation, On-Going Research, and Stewardship  
Social Responsibility in action: Moving from Charity to Strategic Philanthropy- SAP Leads the Way  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: TuDinero con TD: Empowering the U.S. Hispanic Community Through Financial Education  
Corporate Social Responsibility Case Study: Be the Match: Inspiring the African American Community to Step Up and Save Lives  
 
Section Two: Practicing Public Relations in a Socially Responsible World
 
Chapter 6: Public Relations Writing- Persuasive and Audience Focused
Scenario: What Do Taylor Swift, Jason Mraz, And David Mayfield Have In Common?  
Learning Outcomes  
For A Public Relations Career, You Had Better Become A Good Writer  
Public Relations Writing Strategy And Style  
Insight: AP Style "Cheat Sheet"  
Generating Content: Public Relations Writing Essentials  
Social Responsibility in Action: Nespresso in South Sudan  
Insights: The Appeal of Multimedia  
Social Responsibility in Action: When Children Benefit, So Does the Entire Community  
Public Relations Personality: I Love What Public Relations is All About  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Whirlpool: Care CountsTM  
Corporate Social Responsibility Case Study: How Can Video Storytelling Support Social Responsibility Efforts?  
 
Chapter 7: Media Relations In a Digital World
Scenario: Real Warriors Campaign: You Are Not Alone  
Learning Objectives  
The State of News Media Today  
Social Responsibility In Action: Hyundai Motors Introduces Drivers to the Future  
Insights: How to be Pitch Perfect with Corporate Social Responsibility Stories  
Public Relations Personality: Media Relations- It's All About Building Relationships  
Social Responsibility in Action: Moneywi$E: A Consumer Action and Capital One Partnership  
Communications Theory and Media Relations  
Measuring News Coverage  
Global Media Relations Trends and Tactics  
Insights: Effective Global Public Relations Requires Specific Knowledge and Strategy  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Deepwater Wind: Launching America's First Offshore Wind Farm  
Corporate Social Responsibility Case Study: World Wildlife Fund's Campaign to Stop Wildlife Crime  
 
Chapter 8: Social Media and Emerging Technologies
Scenario: Owning a VW Is Like Being in Love  
Learning Objectives  
Social Media  
The Value and Strategies of Social Media  
Public Relations Personality: Why a Public Relations Campaign is Only Good as its Social Media Strategy  
A Showcase of Public Relations Practices with Social Networks  
Social Responsibility in Action: Children's Specialized Hospital- #Fightface  
Insights: How Can a Small Brand Use Google Analytics...and a Blog...to Grow?  
Insights: Trending: A Speedway into the Future  
Evaluating Social Media and Looking to the Future  
Social Responsibility in Action: The American Foundation for Suicide Prevention's Fight to Stop Suicide  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: M&M'S Red Nose Day Raises Money for Children Living in Poverty  
Corporate Social Responsibility Case Study: Giving Tuesday: The Day the World Gave Back  
 
Chapter 9: Corporate Social Responsibility and Community Relations
Scenario: How Do Smaller U.S. Businesses Practice and Communicate Their Corporate Social Responsibility?  
Learning Objectives  
Social Responsibility and the Essential Role of Public Relations  
Insights: The New Heroes: Social Entrepreneurs  
Social Responsibility in Action: Rumi Spice: Peace Through Trade  
Successful Corporate Social Responsibility Flows from Business Culture and Builds Reputation  
Social Responsibility in Action: Most Socially Responsible Company in the World  
Public Relations Personality: The Art of Being More in a World of Change  
Communicating Corporate Social Responsibility: Opportunities and Challenges  
Insights: When Corporate Social Responsibility and News Reports Collide  
Community Relations and Corporate Social Responsibility  
Scenario Outcome  
Key Terms  
Wrap Up  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Comcast Cares Day Engages Employees, Their Families, Friends, and Community  
Corporate Social Responsibility Case Study: Dollywood Foundation Launches "My People Fund" Relief Effort  
 
Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
Scenario: How Do You Bring Together 100,000 Employees To Talk About Your Brand?  
Learning Outcomes  
Employee Relations and Healthy Organizations  
Insights: Public Relations Supports Five Characteristics of a Healthy Organization  
Public Relations and Employee Engagement  
Social Responsibility in Action: GE, From Villain to Hero  
Insights: M&As Can Often Disapoint  
Communication Challenges and Opportunities  
Public Relations Personalities: Why Simplicity is Beautiful in Employee Communication Strategy  
Social Responsibility in Action: Canon: Living and Working for the Common Good  
Employee Relations and Corporate Social Responsibility  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: IBM's Corporate Service Corps Develops the Leaders of the Future  
Corporate Social Responsibility Case Study: Ben & Jerry's Ice Cream Gives Back to Vermont  
 
Chapter 11: Corporate Communication and Reputation Management
Scenario: Starbucks “Race Together”  
Learning Objectives  
The Modern Corporation- Meeting the Challenge  
Core Competencies of Corporate Communications  
Insights: How the Excellence Theory is Helping Practitioners Manage Media Relations  
Public Relations Personality: Authenticity is Key to Lesbian Gay Bisexual Transgender Public Relations  
Insight: Corporate Branding  
Social Responsibility in Action: Booz Allen Hamilton’s 100th Anniversary Campaign: Celebrating a Tradition of Community Service and Market Leadership  
Social Responsibility in Action: Navistar Enlists Employees for Turnaround  
Corporate Communications and Corporate Social Responsibility  
Financial Communications, Media Relations, and Investor Relations  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Hertz Hits the Road—Being a Good Neighbor in Florida  
Corporate Social Responsibility Case Study: Snap Inc—From Dad’s Garage to a $33 Billion Initial Public Offering  
 
Chapter 12: Issues Management and Crisis Communication
Scenario: Wells Fargo’s Cross Selling Cross Up  
Learning Objectives  
Issues Management  
Crisis Communication  
Public Relations Personality: Emotional Intelligence and Ethics- Keys to Crisis Management  
Social Responsibility in Action: Samsung Employees Participate in a Nationwide Day of Service  
Insight: Restoring a Company's Image Using Benoit's Five Categories of Image Restoration  
Prepare for and Manage a Crisis  
Social Responsibility in Action: Habitat for Humanity and Wells Fargo Team Up with Veterans to Improve 100 Homes  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Hertz Moves its Corporate Headquarters  
Corporate Social Responsibility Case Study: Under Armour and the Sochi Winter Olympics: Protecting the Brand Against Unfair Criticism  
 
Chapter 13: Sports, Tourism, and Entertainment
Scenario: Being The Best While Doing Serious Good: Micato Safaris  
Learning Objectives  
Opportunities and Challenges of Sports Public Relations  
Social Responsibilty in Action: Being Good Sports: How Athletes and Teams Give Back to Their Community  
Insights: How One University's Athletes Give Back  
Tourism- More Than Sightseeing  
Insight: ECOTOURS and Outdoor Leadership  
Entertainment Public Relations- Publicity and Much More  
Public Relations Personality: Celebrity Public Relations  
Social Responsibility in Action: NBC Keeps Edible Food Out of the Trash Can  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: #askmpls Provides Virtual Concierges During Major League Baseball All-Star Week  
Corporate Social Responsibility Case Study: Stronger than the Storm- Ribbon Cutting Marks Recovery from Superstorm Sandy  
 
Chapter 14: Public Relations in Grassroots Organizations
Scenario: How Can We Keep Kids Safe in a World Filled With Risks?  
Nonprofits: Size. Impact. and Opportunity For Public Relations Practitioners  
Public Relations Personality: A Career in Service to Others  
Health Communication  
Insights: Health Care Public Relations: A Higher Calling  
Social Responsibility in Action: One Woman Makes Her Mark  
Health Communication Strategies  
Insights: Multicultural America, Multicultural Health-Care Public Relations  
Public Relations Support of Educational Institutions  
Public Relations in Grassroots Organizations  
Social Responsibility in Action: It Gets Better  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: GlobalGiving: Crowdfunding Gives to People and Companies Around the World  
Corporate Social Responsibility Case Study: two Bostonians Campaign to Stop the Olympics from Coming to their Hometown  
 
Chapter 15: Public Affairs, Government Relations, and Political Communications
Scenario: Ebola on the Doorstep of America  
Learning Objectives  
Public Affairs. Government Relations, and Political Communications  
Insight: The U.S. Department of Agriculture Confronts "Pink Slime": A Case of Transparency, Safety, Nutrition, and Outrage  
Insight: A Military Base Works to Repair Community Relations in Louisiana  
Social Responsibility in Action: "Keep What You've Earned"  
Government Relations and Lobbying  
Social Responsibility in Action: Humana's Campaign for a Healthy Mississippi  
Political Communication: Applying Public Relations Strategy to Campaigns and Elections  
Public Relations Personality: An Interview with Former White House Press Secretaries  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: CCPHA Serves Up the Bitter Truth About Sugary Drinks  
Corporate Social Responsibility Case Study: The First Ladies Health Initiative: Walgreen's Supports HIV/AIDS Screenings in Urban Churches  
 
Chapter 16: International Public Relations and Public Diplomacy
Scenario: “Like A Girl” – Positive And Confident  
Learning Outcomes  
An Overview of Global Communications  
Social Responsibility in Action: Coca-Cola Creates Brand Loyalty through Sustainability Efforts in Inda  
Public Relations Personality: A Manager's Journal: Working Internationally for a Global Corporation  
Global Public Relations in Different Settings  
Insights: Changing Perceptions of a Global Brand  
Social Responsibility in Action: "Blue Corridor" Natural Gas Vehicle Rally  
Public Diplomacy, Strategic Public Relations, and Social Responsibility  
Insights: How is International Public Opinion Shaped?  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Corporate Social Responsibility Case Study: Dell Women's Entrepreneurial Network Creates Opportunities for Women  
Corporate Social Responsibility Case Study: "Blue Corridor" Natural Gas Vehicle Rally  

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Key Features

  • Chapter-opening Scenarios capture student attention by discussing current PR challenges—such as the Wells Fargo cross-selling, VW emissions cover-up, and P&G’s “Like a Girl” campaign—and thus frame the chapter content and encourage active reading. At the end of the chapter, students explore various aspects of socially responsible communication to “solve” the PR challenge. 

  • Socially Responsible Case Studies in each chapter illustrate the key responsibilities of a modern public relations 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—such as Universals’ #NoFoodWasted, Nespresso in South Sudan, and Merck’s collaboration with AIDS activists—to highlight best practices and effective tactics, showing the link between sound public relations strategy and meaningful social responsibility programs.

  • Insight boxes spark classroom discussion on particularly important or unique topics in each chapter.

  • Personality Profile boxes inspire students with stories from PR veterans and rising stars such as the U.S. CEO of Burson-Marstellor, the Chief Communication Officer of the United Nations Foundation, and the Executive VP at HavasPR. 

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ISBN: 9781506358031