You are here

Introduction to Strategic Public Relations
Share

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

Experience with SAGE edge


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.

A Complete Teaching & Learning Package 

 

SAGE Premium Video

Included in the interactive eBook!

SAGE Premium Video tools and resources boost comprehension and bolster analysis.

 

Learn more.

 

Interactive eBook

Includes access to SAGE Premium Video, multimedia tools, and much more!

Save when you bundle the interactive eBook with the new edition. Order using bundle ISBN:  9781544331584

Learn More


SAGE coursepacks

FREE! Easily import our quality instructor and student resource content into your school’s learning management system (LMS) and save time.

 

Learn more. 

SAGE edge

FREE online resources for students that make learning easier.

 

See how your students benefit.

 

 

 
Preface
 
Acknowledgments
 
About the Authors
 
SECTION 1: UNDERSTANDING PUBLIC RELATIONS
 
UNIT 1: Public Relations’ Role and Function in Society
 
CHAPTER 1: Strategic Public Relations: A Constantly Evolving Discipline
Learning Objectives  
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?  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Allstate Purple Purse: Raising Awareness and Funds for Victims  
Social Responsibility Case Study: The Nature Conservancy: Connecting City Water Supplies With Nature  
 
CHAPTER 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Other Public Relations Pioneers
Learning Objectives  
A History of Public Relations in the Modern Era  
Growth of the Public Relations Agency  
Origins, Definitions, and Driving Forces of Corporate Social Responsibility  
The Future of Public Relations  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Edward Bernays and Light’s Golden Jubilee  
Social Responsibility Case Study: Johnson & Johnson’s Tylenol Crisis  
 
CHAPTER 3: Ethics and Law in Public Relations
Learning Objectives  
Ethics in Public Relations  
Stay Informed, Be Vigilant, Develop Personal Ethics  
How Does Law Affect Public Relations?  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Coca-Cola’s Fight Against Obesity  
Social Responsibility Case Study: Burson-Marsteller’s “Whisper Campaign”  
 
CHAPTER 4: Foundations of Public Relations: Research and Theory
Learning Objectives  
How to Begin  
Primary Research Methods  
The Big Ideas Behind Public Relations Strategies  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Allstate Reality Rides® Combats Distractions With a Virtual Driving Simulator  
Social Responsibility Case Study: The Monster-Free Mouths Movement: AAPD Makes a Big Deal About the Importance of Little Teeth  
 
CHAPTER 5: Implementing Your Strategic Communications Plan
Learning Objectives  
Foundations of Strategic Planning in Strategic Public Relations  
Objectives  
Programming  
Evaluation, Ongoing Research, and Stewardship  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: TuDinero con TD: Empowering the U.S. Hispanic Community Through Financial Education  
Social Responsibility Case Study: Be the Match: Inspiring the African American Community to Step Up and Save Lives  
 
SECTION 2: PRACTICING PUBLIC RELATIONS IN A SOCIALLY RESPONSIBLE WORLD
 
UNIT 2: Public Relations Tactics
 
CHAPTER 6: Public Relations Writing: Persuasive and Audience Focused
Learning Objectives  
For a Public Relations Career, You Had Better Become a Good Writer  
Public Relations Writing Strategy and Style  
Generating Content: Public Relations Writing Essentials  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Whirlpool: Care CountsTM  
Social Responsibility Case Study: How Can Video Storytelling Support Social Responsibility Efforts  
 
CHAPTER 7: Media Relations in a Digital World
Learning Objectives  
The State of the News Media Today  
Communications Theory and Media Relations  
Measuring News Coverage  
Global Media Relations Trends and Tactics  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Deepwater Wind: Launching America’s First Offshore Wind Farm  
Social Responsibility Case Study: World Wildlife Fund’s Campaign to Stop Wildlife Crime  
 
CHAPTER 8: Social Media and Emerging Technologies
Learning Objectives  
Social Media  
The Value and Strategies of Social Media  
A Showcase of Public Relations Practices With Social Networks  
Evaluating Social Media and Looking to the Future  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: M&M’S Red Nose Day Raises Money for Children Living in Poverty  
Social Responsibility Case Study: Giving Tuesday: The Day the World Gave Back  
 
UNIT THREE: General Practice Areas
 
CHAPTER 9: Corporate Social Responsibility and Community Relations
Learning Objectives  
Social Responsibility and the Essential Role of Public Relations  
Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation  
Communicating Corporate Social Responsibility: Opportunities and Challenges  
Community Relations and Corporate Social Responsibility  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Comcast Cares Day Engages Employees, Their Families, Friends, and Community  
Social Responsibility Case Study: Dollywood Foundation Launches “My People Fund” Relief Effort  
 
CHAPTER 10: Employee Relations, Corporate Culture, and Social Responsibility
Learning Objectives  
Employee Relations and Healthy Organizations  
Public Relations and Employee Engagement  
Communication Challenges and Opportunities  
Employee Relations and Corporate Social Responsibility  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: IBM’s Corporate Service Corps Develops the Leaders of the Future  
Social Responsibility Case Study: Ben & Jerry’s Ice Cream Gives Back to Vermont  
 
CHAPTER 11: Corporate Communication and Reputation Management
Learning Objectives  
The Modern Corporation—Meeting the Challenge  
Core Competencies of Corporate Communications  
Corporate Communications and Corporate Social Responsibility  
Financial Communications, Media Relations, and Investor Relationships  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Hertz Hits the Road—Being a Good Neighbor in Florida  
Social Responsibility Case Study: Snap Inc— From Dad’s Garage to a $33 Billion Initial Public Offering  
 
CHAPTER 12: Issues Management and Crisis Communication
Learning Objectives  
Issues Management  
Crisis Communications  
Prepare for and Manage a Crisis  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Hertz Moves Its Corporate Headquarters  
Social Responsibility Case Study: Under Armour and the Sochi Winter Olympics: Protecting the Brand Against Unfair Criticism  
 
UNIT 4: Specialty Practice Areas
 
CHAPTER 13: Sports, Tourism, and Entertainment
Learning Objectives  
Opportunities and Challenges of Sports Public Relations  
Tourism—More Than Sightseeing  
Entertainment Public Relations—Publicity and Much More  
Entertainment Public Relations and Social Causes  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: #askMPLS Provides Virtual Concierges During Major League Baseball All-Star Week  
Social Responsibility Case Study: Stronger Than the Storm—Ribbon Cutting Marks Recovery From Superstorm Sandy  
 
CHAPTER 14: Nonprofit, Health, Education, and Grassroots Organizations
Learning Objectives  
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners  
Health Communication  
Public Relations Support of Educational Institutions  
Public Relations in Grassroots Organizations  
Scenario Outcome  
Wrap Up  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: GlobalGiving: Crowdfunding Gives to People and Companies Around the World  
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
Learning Objectives  
Public Affairs, Government Relations, and Political Communications  
Government Relations and Lobbying  
Political Communication: Applying Public Relations Strategy to Campaigns and Elections  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: CCPHA Serves Up the Bitter Truth About Sugary Drinks  
Social Responsibility Case Study: The First Ladies Health Initiative: Walgreens Supports HIV/AIDS Screenings in Urban Churches  
 
CHAPTER 16: International Public Relations and Public Diplomacy
Learning Objectives  
An Overview of Global Communications  
Global Public Relations in Different Settings  
Public Diplomacy, Strategic Public Relations, and Social Responsibility  
Scenario Outcome  
Wrap Up  
Key Terms  
Think About It  
Write Like a Pro  
Social Responsibility Case Study: Dell Women’s Entrepreneurial Network Creates Opportunities for Women  
Social Responsibility Case Study: “Blue Corridor” Natural Gas Vehicle Rally  
 
Glossary
 
References
 
Index

Supplements

Instructor Teaching Site

SAGE COURSEPACKS FOR INSTRUCTORS makes it easy to import our quality content into your school’s learning management system (LMS)*. Intuitive and simple to use, it allows you to

 

Say NO to…

  • required access codes
  • learning a new system

Say YES to…

  • using only the content you want and need
  • high-quality assessment and multimedia exercises

*For use in: Blackboard, Canvas, Brightspace by Desire2Learn (D2L), and Moodle

Don’t use an LMS platform? No problem, you can still access many of the online resources for your text via SAGE edge.

SAGE coursepacks includes:

  • Our content delivered directly into your LMS
  • Intuitive, simple format that makes it easy to integrate the material into your course with minimal effort
  • Assignable SAGE Premium Video (available via the interactive eBook version, linked through SAGE coursepacks) that is tied to learning objectives, and curated exclusively for this text to bring concepts to life and appeal to diverse learner, featuring:
    • Video Case Studies breathe life into concepts with stories drawn from important contemporary public relations cases. Every case is designed to test student application of the theories and concepts discussed in the text.
    • Comprehensive, downloadable, easy-to-use Media Guide in the Coursepack for every video resource, listing the chapter to which the video content is tied, matching learning objective(s), a helpful description of the video content, and assessment questions
  • Assessment tools that foster review, practice, and critical thinking, and offer a more complete way to measure student engagement, including:
    • Diagnostic chapter pre tests and post tests that identify opportunities for improvement, track student progress, and ensure mastery of key learning objectives
    • Test banks built on Bloom’s Taxonomy that provide a diverse range of test items with ExamView test generation
    • Activity and quiz options that allow you to choose only the assignments and tests you want
    • Instructions on how to use and integrate the comprehensive assessments and resources provided
  • EXCLUSIVE, influential SAGE journal and reference content, built into course materials and assessment tools, that ties important research and scholarship to chapter concepts to strengthen learning
  • Editable, chapter-specific PowerPoint® slides that offer flexibility when creating multimedia lectures so you don’t have to start from scratch but you can customize to your exact needs
  • Sample course syllabi with suggested models for structuring your course that give you options to customize your course in a way that is perfect for you
  • Integrated links to the interactive eBook that make it easy for your students to maximize their study time with this “anywhere, anytime” mobile-friendly version of the text. It also offers access to more digital tools and resources, including SAGE Premium Video
  • All tables and figures from the textbook 
Student Study Site

SAGE EDGE FOR STUDENTS enhances learning, it’s easy to use, and offers:

  • eFlashcards that strengthen understanding of key terms and concepts, and make it easy to maximize student study time, anywhere, anytime
  • eQuizzes that allow students to assess how much they’ve learned and where they need to focus your attention
  • Exclusive access to influential SAGE journal and reference content that ties important research and scholarship to chapter concepts to strengthen learning

“Introduction to Strategic Public Relations: Communicating for a Socially Responsible World is an excellent resource for public relations students and instructors. Students will love the timely scenarios, global case studies, and easy to follow explanations of public relations practices across the world. Instructors will appreciate the comprehensive and engaging exercises that provide real world examples. A much needed text for the modern PR professional.” 

Maureen Taylor, Ph.D
University of Tennessee, Knoxville

“Public Relations is much more than just communication. Page and Parnell show that a broader strategic view can not only drive business results, it can change the world.”

Mike Fernandez
Chief Executive Officer-USA, Burson-Marsteller

"Using case studies at the beginning of each chapter is an excellent way to connect with students and to provide a focus for discussion of the key concepts. The focus on theory throughout the text is also refreshing."

Michael Kent
The University of Tennesse Knoxville

"The emphasis on social media history, evaluation, social network theory, and strategy is a great way to give students a broad understanding of how social media contribute to relationship building."

Michael Kent
The University of Tennessee Knoxville

"The first thing I look at in a new text is the bibliography. A text that has nothing to say about theory and research does not get a second look. Page does an excellent job here of blending theory and practice."

Michael Kent
The University of Tennessee Knoxville

"It’s refreshing to see ethics covered in chapter three instead of chapter thirteen."

Michael Kent
The University of Tennessee Knoxville

"This is a good textbook jam-packed with recent information about public relations in multiple arenas -- including corporate, non-profit, governmental, political, international, sports, tourism, and more. The up-to-date chapter on digital media relations is a plus as are chapters on ethics, law, history, research, and theory."

Donald K. Wright, Ph.D.
College of Communication, Boston University

“This text details a contemporary way to practice strategic public relations across multiple public relations sectors. It offers a ‘real world’ approach to public relations practice stepped in research, theory, and measurement.”

Don W. Stacks, Ph.D.
University of Miami

“This new text book provides a welcome blend of theory and practical knowledge that both students and professors of strategic communication will find adds real value. Page and Parnell bring the right formula at just the right time.”

Tom Martin
Executive-in-Residence, The College of Charleston

"This incredibly thorough introduction to strategic public relations traces PR from its early days and provides insights to success in a career in its exciting future. With a solid foundation in ethics, careful attention to the core values of building authentic stakeholder relationships, and an informed eye on the evolving strategic digital future, readers will find this to be a comprehensive and indispensable guide."

Roger Bolton
President, Arthur W. Page Society
Key features

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. 

Sample Materials & Chapters

Career Paths for Public Relations Professionals


Preview this book

For instructors

Please select a format:

Select a Purchasing Option

Electronic version
Prices from
$48.00*
*180 day rental