This concise and accessible second edition introduces readers to one of the most exciting and fast-paced media industries: public relations—its history and current practice, the types of employment roles available, and practitioner job responsibilities including writing, research, and strategic planning.
Orienting readers to this dynamic and engaging industry, this book gives readers the tools they need to consider career prospects and professional duties. It weaves case studies and practical examples with a brief but foundational look at communication theories helpful to a public relations professional. This edition continues to feature an overview of education for a public relations career, job opportunities, and tips for launching a career in public relations as well as addressing ethics, professionalism, and public relations writing. The four phases of public relations campaigns are also covered: research, strategy, tactics, and evaluation. Updates to this second edition include discussions of artificial intelligence; misinformation and disinformation; crisis communication; diversity, equity, and inclusion; corporate social responsibility; and the use of social media. This edition also incorporates new or updated international case studies throughout the text, ensuring that the book is relevant to a global audience, and features “PR Profiles” of four public relations leaders offering insights on the profession.
Public Relations: The Basics, 2nd Edition is pitched to a variety of audiences interested in learning more about public relations, including general readers, students exploring career options, and guidance counselors and university career advisers.
Table of Contents:
Part I: Understanding Public Relations 1. A First Look at Public Relations 2. Public Relations Past and Present 3. Types of Public Relations 4. Public Relations Writing and Theories Part II: Public Relations Planning 5. Public Relations Planning: Phase 1: Research 6. Public Relations Planning: Phase 2: Strategy 7. Public Relations Planning: Phase 3: Tactics 8. Public Relations Planning: Phase 4: Evaluation Appendix: Careers in Public Relations
About the Author :
Deborah A. Silverman, APR, Fellow PRSA, is Chair and Associate Professor of Communication at SUNY Buffalo State University. A former public relations practitioner, she serves as Vice Chair of the national Commission on Public Relations Education in the US. She is the author, with the late Ronald Smith, of Strategic Planning for Public Relations, 7th edition, and co-author of Media Writing, 6th edition, with Joe Marren and Brian Meyer. Her research interests include PR ethics and service learning in the PR classroom.
Review :
"Silverman has done an outstanding job laying out what PR is and isn’t, its origins, its purpose, and the useful outcomes it produces. It will be incredibly helpful for newcomers to the field, those thinking of making the transition to PR, and those who are just curious about what PR is. Do yourself a tremendous favor: get and read this book."
Stacey Smith, APR, Fellow PRSA, Senior Counsel and Partner, Jackson Jackson & Wagner
“Public Relations: The Basics (2nd edition) is the essential resource that today’s PR classroom has been waiting for. Students will appreciate the textbook’s integrated approach to understanding both the practice and value of PR—beginning with the discipline’s early precursors, then focusing on how modern organizations strategically target narratives for optimal communication impact.”
Jonathan R. Slater, SUNY Plattsburgh, USA
