Engagement. Conversation. Influence. Transparency. Trust. Public Relations presents a clear, engaging and contemporary picture of public relations principles while seamlessly integrating technical and cultural shifts brought about by the rise of social media. Both its professional relevance and digital savvy make Public Relations the new standard for introductory public relations courses.
* Extended case studies in every chapter show students how to apply the chapter's core concepts
* Ethics--including coverage of the six provisions in the Public Relations Society of America Code of Ethics--are discussed in every chapter
* "In Case You Missed It" (ICYMI) boxes at the end of each chapter summarize practical tips, including important guidelines for social media use
* Learning outcomes are aligned with the Universal Accreditation Board's competencies to ensure that the text is professionally relevant
* Each chapter includes a "Voices from the Field" Q&A with a scholar, practitioner or social media influencer
"Public Relations is the textbook you've always wanted. It covers all the important aspects of public relations thoroughly and in a style of writing that appeals to a younger audience wanting to learn more about our profession."--Kirk Hazlett, Curry College "I would strongly recommend Public Relations, primarily because of its digital emphasis, its pedagogical features, its emphasis on both strategic and tactical communications, and its relevancy to contemporary public relations practice."--Shirley Staples Carter, University of South Carolina
SECTION 1: FOUNDATIONSChapter 1: Principled Public Relations Defining Public RelationsPrincipled Public Relations ManagementEthics Codes of EthicsSummaryDiscussion QuestionsChapter 2: Public Relations Models Through The AgesPublic Relations Models in HistoryA Broader Social History of Public RelationsMajor Motivations for Public RelationsEthics: Transparency, Objectivity and AdvocacySummaryDiscussion QuestionsChapter 3: Convergence and Integrated CommunicationConvergenceDivergenceIntegrationHow Public Relations Is Different at its CoreEthics: Free Flow Of InformationSummaryDiscussion QuestionsChapter 4: Relationship ManagementManaging RelationshipsNews-Driven RelationshipsCommerce-Driven RelationshipsIssue-Driven RelationshipsEthics: Corporate Social Responsibility and LoyaltySummaryDiscussion QuestionsSECTION II: STRATEGYChapter 5: ResearchResearch in the RPIE CycleQuantitative ResearchQualitative ResearchSecondary and Primary ResearchFormal and Informal ResearchEthics: UtilitarianismSummary Discussion QuestionsChapter 6: PlanningA Hierarchy Of OutcomesStrategic PlanningTimelinesBudgetsEthics: Beware of Zombies; Enhancing the ProfessionSummaryDiscussion QuestionsChapter 7: ImplementationTaking ActionChoosing ChannelsControlled and Uncontrolled MediaOwned, Paid, Shared and Earned MediaEthics: Loyalty And DiversitySummaryDiscussion QuestionsChapter 8: EvaluationOld and New MethodsMessage TestingMedia Monitoring ServicesMetrics, Analytics and DataBarcelona PrinciplesMeasuring The Right OutcomesEthics: IndependenceSummaryDiscussion QuestionsSECTION III: TACTICS Chapter 9: Writing Five Reasons to Write Well in Public RelationsStorytellingWriting for IntermediariesBusiness WritingEthics: Expertise and Writing for Mutual UnderstandingSummaryDiscussion QuestionsChapter 10: Multimedia and MobileMultimediaTextImagesAudioVideoMobileUses and Gratifications of MediaSummaryDiscussion QuestionsSECTION IV: CONTENTSChapter 11: LegalThe First AmendmentDefamationIntellectual PropertyPublic Information and The Freedom of Information ActProtecting PublicsPrivacyEthics: Safeguarding Confidences-Who Owns Your Social Networks?SummaryDiscussion QuestionsChapter 12: Issues and CrisesManaging ConflictManaging IssuesProactive Issues ManagementCrisis TypesCrisis Response StrategiesSocial Media and CrisesEthics: Conflicts of InterestSummaryDiscussion QuestionsChapter 13: GlobalDigital Divides-At Home and AbroadPublic Relations and CultureInternational Public RelationsPublic DiplomacyEthics: Dialogic EthicsSummaryDiscussion QuestionsChapter 14: CareersEmployersAreas of SpecializationEducation and Continued LearningCareer Tracks and RolesEthics: Competition, Loyalty and Job ChangesSummaryDiscussion Questions