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 (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.

Product Details

ISBN-13:	9781544392004
Publisher:	SAGE Publications
Publication date:	10/23/2020
Edition description:	Second Edition
Pages:	448
Product dimensions:	8.00(w) x 10.00(h) x (d)

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, Mediawerks PR.

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 such as 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 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 co-author of the 2020 textbook, Visual Communication Insights and Strategies. She earned a Ph.D. 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 in 2015, the George Washington University Master’s in Strategic Public Relations, which he leads, was named Best PR Education program by PRWeek. He is an active member of PRSA and the Page Society.

He offers the practical experience of more than 30 years of communications work in government, corporate, and agency settings and 12 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 and teaches Strategic Communications to MBA candidates.

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 training 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
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

Editorial Reviews

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

Easy to read, current, and engaging for students.

Allyn Leuders