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 (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. Included with this title: The password-protected Instructor Resource Site (formally known as SAGE Edge) offers access to all text-specific resources, including a test bank and editable, chapter-specific PowerPoint® slides.

Table of Contents:
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

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.