NEW MyLab Communication with Pearson eText -- Standalone Access Card -- Dynamic Public Relations: The 24/7 PR Cycle

ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.   Packages Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.   Used or rental books If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code.   Access codes Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase.   --An interactive text for learning about public relations in the 21st century   Dynamic Public Relations: The 24/7 PR Cycle is interactive text for learning, collaborating, and developing the knowledge and social media skills necessary to succeed in public relations in the 21st century.  The text incorporates recommendations from the 2006 Commission on Public Relations Education, including ethics and transparency, digital technology, global implications and diversity. The book is full of real-world scenarios, practices and opportunities for discussion and learning.   Learning Goals Upon completing this book, readers will be able to: Explore the exciting and rapidly changing public relations profession Understand key concepts through the use of skill practices, personal development exercises, and real-world examples Understand the role of digital technology in public relations Dynamic Public Relations: The 24/7 Cycle is now available in an interactive eText! WithMyCommunicationLab, students gain access to an interactive eText and a suite of resources to help them experience and interact with public relations.   Students may purchase access directly from http://www.mycommunicationlab.com by using the following ISBNs: ISBN-10: 0205850987 / ISBN-13: 9780205850983.    Dynamic Public Relations: The 24/7 PR Cycle is also available in an on-demand, printed format from Pearson Learning Solutions. Visit http://www.pearsoncustomlibrary.com for more information.

Table of Contents:
In this Section: 1) Brief Table of Contents 2) Full Table of Contents   1) Brief Table of Contents   Part I:  Building a Solid Foundation Chapter 1: What is Public Relations? Chapter 2: The Origins and Development of Public Relations Chapter 3: The Business of Public Relations Chapter 4: Traditional Approaches to Public Relations Chapter 5: Emerging Technologies & Tactics in Public Relations Part II: Mastering the Nuts and Bolts Chapter 6:  Publics and Diversity Chapter 7: Ethics Chapter 8: Legal Issues Chapter 9: Research and Evaluation   Part III: Taking it to the Streets Chapter 10: Issues Management and Corporate Social Responsibility Chapter 11: Consumers as Public Relations Agents Chapter 12: Globalization, Culture, and Activism Chapter 13: Crisis Communication Chapter 14: Kick Start Your Career   2) Full Table of Contents   Part I:  Building a Solid Foundation     Chapter 1: What is Public Relations? In Their Own Words The Big Picture You and Public Relations A Working Definition of Public Relations Twenty Core Competencies for Public Relations Practitioners Seven Important Qualities for Getting Ahead in PR The Study of Public Relations   Chapter 2: The Origins and Development of Public Relations The History of Public Relations: A Checkered Past Key Individuals in Public Relations History: The Good, the Bad, and the Ugly Modern Public Relations: Repeating the Past or Moving Forward?   Chapter 3: The Business of Public Relations Public Relations—“Practice” or “Profession”? Where Do PR Practitioners Work? Career Paths Professional Organizations Flashcard Summary Activities Build Your Knowledge Key Terms   Chapter 4: Traditional Approaches to Public Relations In Their Own Words The Big Picture Classic Communication Theories The Influence of Feminist Theory in Public Relations The Importance of Planning: SMARTS Tactics Flashcard Summary Activities Build Your Knowledge Key Terms Chapter 5: Emerging Technologies & Tactics in Public Relations In Their Own Words The Big Picture PR: Moving Forward From Gate Keepers to Content Producers: Social Media Change Everything Online Public Relations Social Media and the Law The Future of Social Media Flashcard Summary Activities Build Your Knowledge Key Terms   Part II: Mastering the Nuts and Bolts   Chapter 6:  Publics and Diversity In Their Own Words The Big Picture Publics The Intersection between Public Relations and Diversity Differences that Make a Difference, or Do They? Communication Skills and Recognizing Diversity Flashcard Summary Activities Build Your Knowledge Key Terms Chapter 7: Ethics In Their Own Words The Big Picture Ethics: The Universal Moral Compass Ethical Behavior: The Most Important Obligation of Public Relations The Role of Perception: Tylenol and the Exxon Valdez Ethics and Social Media Professional Codes Flashcard Summary Activities Build Your Knowledge Key Terms Chapter 8: Legal Issues In Their Own Words The Big Picture PR, the Law, and Ethics Rights and Restrictions Pertaining to Freedom of Speech Additional Legal Issues Affecting PR Practice Federal Agencies with Oversight of Communication Activities The Court of Public Opinion and the Rise of Litigation PR Flashcard Summary Activities Build Your Knowledge Key Terms Chapter 9: Research and Evaluation In Their Own Words The Big Picture The Power of Observation Planning Data Collection Data Analysis Evaluating Research and Campaigns Flashcard Summary Activities Build Your Knowledge Key Terms Part III: Taking it to the Streets   Chapter 10: Issues Management and Corporate Social Responsibility In Their Own Words The Big Picture Why Reputation Matters Issues Management Corporate Social Responsibility Flashcard Summary Activities Build Your Knowledge Key Terms Chapter 11: Consumers as Public Relations Agents In Their Own Words The Big Picture The Power of Consumer PR Creating a Word-of-Mouth Campaign Evaluating a Word-of-Mouth Campaign Ethics and Consumer PR Flashcard Summary Activities Build Your Knowledge Key Terms   Chapter 12: Globalization, Culture, and Activism In Their Own Words The Big Picture What is Globalization? The Importance of Cultures and Subcultures in Global Public Relations The Rise of the Social Activist in Public Relations Flashcard Summary Activities Build Your Knowledge Key Terms   Chapter 13: Crisis Communication In Their Own Words The Big Picture Crises Communication Anatomy of a Crisis Stages of a Communication Plan Social Media—The Game Changer in Crisis Communication Flashcard Summary Activities Build Your Knowledge Key Terms   Chapter 14: Kick Start Your Career In Their Own Words The Big Picture What Do Employers Want?  The Theory of Flow Classes to Consider Public Relations Student Society of America (PRSSA). Case Study—Breaking into the Music Industry Epilogue Flashcard Summary Activities Build Your Knowledge Key Terms

About the Author :
Astrid Sheil, Ph.D., Assistant Professor of Communication Studies at California State University San Bernardino, is a former corporate communication/public relations executive, who has worked for two Fortune 500 companies and a global company in Helsinki, Finland. Her work experiences include government affairs, media and community relations, integrated marketing communication, internal communication, crisis communication, human resources, training and development, speech writing, publications, philanthropy, labor negotiations, investor relations, and managing a 10-person department with P & L responsibility.  She holds a Ph.D. in Organizational Communication from the University of Tennessee, and B.S. in Foreign Service from Georgetown University in Washington, D.C.    Michelle Violanti, Ph.D., is an Associate Professor of Communication Studies at the University of Tennessee, Knoxville. Prior to joining the faculty at  Tennessee, she worked for the American Association of Retired Persons on their health care reform efforts. Her passion for research (and evaluation) has blossomed into a desire to make sure all of her students are equipped to be competent consumers of the research around them. She holds a Ph.D. from the University of Kansas. She received the Outstanding Educator award from the Tennessee Communication Association and her work has been published in the Journal of Applied Communication Research, Management Communication Quarterly, Communication Education, andCommunication Research Reports.