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

by Janis Teruggi Page, Lawrence J. Parnell

Overview

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.

Product Details

ISBN-13:	9781071901977
Publisher:	SAGE Publications
Publication date:	12/05/2024
Sold by:	Barnes & Noble
Format:	eBook
Pages:	448
File size:	25 MB
Note:	This product may take a few minutes to download.

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.

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

Editorial Reviews

Easy to read, current, and engaging for students.

Allyn Leuders

This book provides PR students with the fundamentals they will need to be successful in pursuing their degree and in developing their careers.

Chad Perry

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.

Colleen Palmer