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

Second Edition

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

Other Titles in:
Public Relations (Analysis)

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.

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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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I used the text this semester in my PR Principles course. It's quite good, particularly the first half on general principles. The second half has chapters looking at individual specializations within PR, which was less helpful to my teaching. (Students don't really have a specialized interest yet.) If I use it again, I'll assign pairs of students to pick one of those chapters and give a class presentation on each specialization, so everyone doesn't have to read everything.

Dr Jennifer Rauch

Mass Communication Dept, Linfield University

November 18, 2022

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This textbook delivers a clear and concise understanding about a variety of key topics that are essential for the PR student. The emphasis on socially responsible communication highlights the necessity for the PR professional to remain ever vigilant with ethical issues.

Dr Joyce Costello

Cardiff School of Management, Cardiff Metropolitan University

November 15, 2021

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I used this textbook in Spring 2021 and I am using it again as I found it useful for my class.

Ms Jessica Otitigbe

Communications, College Of Saint Rose

March 8, 2022

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Sample Materials & Chapters

Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline

Chapter 2: The History of Modern Public Relations

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

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