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



January 2018 | 464 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 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 have written a practical introductory text that aligns these changes atop the body of knowledge in which the study of public relations was built. Since the practice of public relations is rooted in credibility, the authors’ main goal is to develop ethical and socially responsible communicators who are more concerned with building trust and respect with diverse communities than envisioning the next viral campaign. The authors balance this approach with a focus on understanding communication theory, history, process, and practice and how it can be applied to strategic public relations planning, along with the creation of a believable and persuasive message.

Give your students the SAGE edge!

SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/page.

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 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 have written a practical introductory text that aligns these changes atop the body of knowledge in which the study of public relations was built. Since the practice of public relations is rooted in credibility, the authors’ main goal is to develop ethical and socially responsible communicators who are more concerned with building trust and respect with diverse communities than envisioning the next viral campaign. The authors balance this approach with a focus on understanding communication theory, history, process, and practice and how it can be applied to strategic public relations planning, along with the creation of a believable and persuasive message.

 

Give your students the SAGE edge!

 

SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/page.

 

 
Section One: Understanding Public Relations
 
Chapter 1: Public Relations’ Role & Function- Defining a Constantly Evolving Discipline
Scenario: IBM Employees Celebrate 100 Years of Service  
The Image of the Public Relations in Popular Culture  
Defining Public Relations: What is in a Name?  
Defining CSR And Sustainability Communications: Doing Well by Doing Good, r is it More Complex?  
Growth of PR into a Global Business  
Roles and Functions for PR Pros  
Career Paths for PR Professionals: Which Way is Right for You?  
CSR Case Study: Allstate Purple Purse-Raising Awareness and Funds for Victims  
CSR Case Study: Connecting City Water Supplies With Nature-The Nature Conservancy  
 
Chapter 2: The History of Modern PR- From Barnum to Lee, Bernays to Page and other PR Pioneers
Scenario:  
A History of Public Relations in the Modern Era  
Growth of the Public Relations Agency  
Origins, Definitions, and Driving Forces of CSR  
The Future of PR  
CSR Case Study: Edward Bernays and Light's Golden Jubilee, 1929  
CSR Case Study: Johnson & Johnson Tylenol Poisoning Case  
 
Chapter 3: Ethics and Law in Public Relations
Scenario:  
Ethics in PR  
Stay Informed, Be Vigilant, Develop Personal Ethics  
How Does Law Affect Public Relations?  
CSR Case Study: Coca-Cola’s Fight Against Obesity  
CSR Case Study: Burson-Marsteller’s “Whisper Campaign”  
 
Chapter 4: Foundations in PR: Research and Theory
Scenario: The “biggest healthy snacking brand in the world?”  
How to Begin  
Primary Research Methods  
The Big Ideas Behind PR Strategies  
CSR Case Study: Allstate Reality Rides ® Combats Distractions with a Virtual Driving Simulator  
CSR Case Study: The Monster-Free Mouths Movement: Making a Big Deal About the Importance of Little Teeth  
 
Chapter 5: Implement Your Strategic PR/CSR Plan
Scenario: Skin Cancer Prevention And Detection  
Programming  
Evaluation, On-Going Research, And Stewardship  
CSR Case Study: Empowering The U.S. Hispanic Community Through Financial Education  
CSR Case Study: Inspiring The African American Community To Step Up And Save Lives  
 
Section Two: Practicing Public Relations In a Sociallt Responsible World
 
Chapter 6: PR Writing: Persuasive and Audience-Focused
Scenario: What Do Taylor Swift, Jason Mraz, And David Mayfield Have In Common?  
For A PR Career, You Had Better Become A Good Writer  
PR Writing Strategy And Style  
Generating Content: PR Writing Essentials  
CSR Case Study: Ketchum And Whirlpool: Care Counts  
CSR Case Study: Video Storytelling  
 
Chapter 7: Media Relations In a Digital World
Scenario: Real Warriors Campaign: You Are Not Alone  
The State Of News Media Today  
Communications Theory And Media Relations  
Measuring News Coverage  
Global Media Relations Trends And Tactics  
CSR Case Study: Launching America’s First Offshore Wind Farm  
CSR Case Study: Media Relations Helps Stop Wildlife Crime  
 
Chapter 8: Social Media and Emerging Technologies
Social Media  
The Value And Strategies Of Social Media  
A Showcase Of PR Practices With Social Networks  
Evaluating Social Media And Looking To The Future  
CSR Case Study: Red Nose Day  
CSR Case Study: Giving Tuesday: The Day The World Gave Back  
 
Chapter 9: Cororate Social Responsibility and Community Relations
Scenario: How Do Smaller U.S. Businesses Practice And Communicate Their CSR?  
Social Responsibility (SR) And The Essential Role Of Public Relations  
Successful CSR Flows From Business Culture And Builds Reputation  
Communicating CSR: Opportunities And Challenges  
Community Relations And CSR  
CSR Case Study: Comcast Cares Day  
CSR Case Study: Dollywood Foundation, My People Fund  
 
Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
Scenario: How Do You Bring Together 100,000 Employees To Talk About Your Brand?  
Employee Relations And Healthy Organizations  
PR And Employee Engagement  
Communication Challenges And Opportunities  
Employee Relations And CSR  
CSR Case Study: Employee Case Study: IBM’s Corporate Service Corps  
CSR Case Study: Employee Case Study: Ben & Jerry’s Ice Cream  
 
Chapter 11: Corporate Communication and Reputation Management
Scenario: Starbucks “Race Together”  
The Modern Corporation- Meeting The Challenge  
Core Competencies Of Corporate Communications  
Corporate Communications And Corporate Social Responsibility (CSR)  
Financial Communications  
CSR Case Study: Hertz Hits The Road- Being A Good Neighbor In Florida  
CSR Case Study: Snap Inc: From Dad’s Garage To A $ 33 Billion IPO  
 
Chapter 12: Issues Management and Crisis Communication
Scenario: Wells Fargo’s “Cross Selling” Cross Up  
Issues Management  
Crisis Communication  
Prepare For And Manage A Crisis  
CSR Case Study: Hertz And Issues Management  
CSR Case Study:  
 
Chapter 13: Sports, Tourism, and Enterrainment
Scenario: Being The Best While Doing Serious Good  
Opportunities And Challenges Of Sports PR  
Tourism- More Than Sightseeing  
Entertainment PR- Publicity And Much More  
CSR Case Study: #Askmpls Provides Virtual Concierges During MLB All-Star Week  
CSR Case Study: Stronger Than The Storm – Ribbon Cutting Marks Recovery From Sandy  
 
Chapter 14: Nonprofit, Health, Education, & Community Organization PR
Scenario: How Can We Keep Kids Safe In A World Filled With Risks?  
Nonprofits: Size. Impact. Opportunity For PR Practitioners  
Health Communication  
Health Communication Strategies  
PR Support Of Educational Institutions  
PR In Community And Special-Interest Organizations  
CSR Case Study: Crowd-Funded Globalgiving  
CSR Case Study: An Olympic Challenge  
 
Chapter 15: Public Affairs, Government Relations and Political Communications
Scenario: Ebola On The Doorstep  
Public Affairs, Government Relations And Political Communications  
Government Relations And Lobbying  
Political Communication: Applying PR Strategy To Campaigns And Elections  
CSR Case Study: Serving Up The Bitter Truth About Sugary Drinks  
CSR Case Study: The First Ladies Health Initiative: Walgreen’s Supports HIV/AIDS Screenings In Urban Churches  
 
Chapter 16: Global Public Relations and Public Diplomacy
Scenario: “Like A Girl” – Positive And Confident  
Global Communications, An Overview  
Global Public Relations In Different Settings  
Public Diplomacy (PD), Strategic PR And Social Responsibility  
CSR Case Study: Dell Women’s Entrepreneurial Network, (DWEN)  
CSR Case Study: Natural Gas Blue Corridor NGV Rally  
Key features

KEY FEATURES:

  • Topic-Specific scenarios capture student attention at the beginning of each chapter by discussing current PR challenges—such as Wells Fargo cross selling, VW emissions cover-up, and P&G’s “Like A Girl” campaign— to 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. 

  • Case Studies 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 that show the link between sound public relations strategy and meaningful social responsibility programs.

  • “Insight” sidebars spark classroom discussion on particularly important or unique topics in each chapter.

  • “Personality Profile” sidebars 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 Executive VP at HavasPR. 

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ISBN: 9781506358031