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

Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations, examining its current practices and future directions. In response to the dynamic shifts in technology, business, and culture, authors Janis T. Page and Lawrence J. Parnell illustrate how today’s PR professionals craft persuasive messages using modern technologies while working in line with the industry′s foundations. The text skillfully balances this approach by delving into communication theory, history, processes, and practices, demonstrating how these elements can be integrated into strategic public relations planning. Page and Parnell guide students toward becoming socially responsible communicators, where fostering trust and respect with diverse communities is valued over creating the next viral campaign. The Third Edition responds to the rising focus on social responsibility, sustainability, CEO and investor activism, and consumer demand for ethical brands, and addresses these changes with updated content, including new features, recent examples, case studies, and chapter-opening scenarios.

Table of Contents:
Preface Acknowledgments About The Authors Chapter 1: Public Relations: A Strategic, Evolving Discipline Public Relations: Perception Versus Reality 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? Wrap Up Chapter Summary Chapter 2: The History of Modern Public Relations A History of Public Relations in the Modern Era Growth of The Public Relations Agency Sector The Future of Public Relations Wrap Up Chapter Summary Chapter 3: Corporate Social Responsibility and Environmental Sustainability 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 Wrap Up Chapter Summary Chapter 4: 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? Wrap Up Chapter Summary Chapter 5: Foundations of Public Relations: Research and Theory Research: The First Step in the PR Process Primary Research Methods Media and Mass Communication Theory: The Big Ideas Behind Public Relations Strategies More Big Ideas: Persuasion and Management Theories Wrap Up Chapter Summary Chapter 6: Strategic Communication Planning Foundations of Strategic Planning in Public Relations Objectives Programming Evaluation, Research, and Measurement Wrap Up Chapter Summary Chapter 7: 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 Long-Form PR Writing Wrap Up Chapter Summary Chapter 8: Digital and Social Media Social Media The Value and Strategies of Social Media The Value and Strategies of Social Media Evaluating Online Presence and Looking to the Future Wrap Up Chapter Summary Chapter 9: Media Relations in a Digital World The State of the News Media Today Current Practice of Media Relations Communications Theory and Media Relations Measuring News Coverage Global Media Relations Trends and Tactics Wrap Up Chapter Summary 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 Wrap Up Chapter Summary 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 Relations Wrap Up Chapter Summary Chapter 12: Issues Management and Crisis Communication Issues Management Crisis Communications Preparing For and Managing a Crisis Wrap Up Chapter Summary Chapter 13: Nonprofit and Health Communication Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners Public Relations in Nonprofit Advocacy Organizations Health Communication Health Communication Lessons From the Pandemic Wrap Up Chapter Summary Chapter 14: Public Affairs, Government Relations, and Political Communications Understanding PR in a Government Setting Public Affairs as Compared to Public Relations Government Relations and Lobbying Applying Public Relations Strategy to Campaigns and Elections Wrap Up Chapter Summary Chapter 15: 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 Wrap Up Chapter Summary Chapter 16: Sports and Tourism Opportunities and Challenges of Sports Public Relations Being Good Sports: CSR in the Sports PR World Tourism: More Than Sightseeing Sustainability and Social Responsibility in Tourism PR Wrap Up Chapter Summary

About the Author :
Janis Teruggi Page draws from 20 years of executive experience managing strategic communications for regional and national media companies. She managed corporate, consumer, and media relations, creating programming partnerships with major TV networks, directing PR for national industry trade show events, and supervising new product launches. She is a member of PRSA and continues to serve clients through her consultancy, MediawerksPR. An award-winning educator, Janis is a faculty member of the Department of Communication, University of Illinois at Chicago and a Fulbright Distinguished Chair scholar. She has developed and taught both undergraduate- and graduate-level PR courses that instruct principles, writing, cases, campaigns, corporate advocacy, issues management, sustainability, and visual communication. Janis has produced more than 50 conference papers, book chapters, and refereed articles. Her work appears in the Journal of Public Interest Communication, the Journal of Public Relations Education, the Journal of Political Management, and the Handbook of Strategic Communication, among others. Janis is also coauthor of the 2021 textbook Visual Communication Insights and Strategies. She earned a PhD from Missouri School of Journalism in 2005. Lawrence J. Parnell is an award-winning practitioner and educator. In 2003, he was selected the PR Professional of the Year by PRWeek; in 2009, he was named to the PR News Hall of Fame; and The George Washington University Master’s in Strategic Public Relations program, which he led for 16 years, was named Best PR Education Program by PRWeek in 2015. In August 2024, he was named the PR Educator of the Year by PR News. He offers the practical experience of more than 30 years of communications work in government, corporate, and agency settings and 16 years in academia as an associate professor of strategic public relations and program director at The George Washington University (GW). As well, he has served as an adjunct professor at the GW School of Business teaching strategic communications to MBA candidates. Parnell is an active member of PRSA and the prestigious Page Society. During his career, he has advised elected officials, government leaders, and corporate executives at the national and global levels on major business and communications issues. He continues to provide high-level communications consulting and executive coaching to corporations, nonprofits, and government organizations through his firm Parnell Communications. His research on CSR, PR, and public diplomacy has been presented at national and global industry and academic conferences and published in Shaping International Public Opinion: A Model for Nation Branding and Public Diplomacy.

Review :
This book provides PR students with the fundamentals they will need to be successful in pursuing their degree and in developing their careers. This is a strong introductory book that will cover the basics of all aspects of not only Public Relations but the classes we have that follow our introductory one. It prepares them for what′s down the road in their studies. Easy to read, current, and engaging for students.