Preface
Acknowledgments
About the Authors
SECTION 1: UNDERSTANDING PUBLIC RELATIONS
UNIT 1: Public Relations’ Role and Function in Society
CHAPTER 1: Strategic Public Relations: A Constantly Evolving
Discipline
Learning Objectives
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?
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Allstate Purple Purse: Raising
Awareness and Funds for Victims
Social Responsibility Case Study: The Nature Conservancy:
Connecting City Water Supplies With Nature
CHAPTER 2: The History of Modern Public Relations: From Barnum to
Lee, Bernays to Page, and Other Public Relations Pioneers
Learning Objectives
A History of Public Relations in the Modern Era
Growth of the Public Relations Agency
Origins, Definitions, and Driving Forces of Corporate Social
Responsibility
The Future of Public Relations
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Edward Bernays and Light’s Golden
Jubilee
Social Responsibility Case Study: Johnson & Johnson’s Tylenol
Crisis
CHAPTER 3: Ethics and Law in Public Relations
Learning Objectives
Ethics in Public Relations
Stay Informed, Be Vigilant, Develop Personal Ethics
How Does Law Affect Public Relations?
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Coca-Cola’s Fight Against
Obesity
Social Responsibility Case Study: Burson-Marsteller’s “Whisper
Campaign”
CHAPTER 4: Foundations of Public Relations: Research and Theory
Learning Objectives
How to Begin
Primary Research Methods
The Big Ideas Behind Public Relations Strategies
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Allstate Reality Rides® Combats
Distractions With a Virtual Driving Simulator
Social Responsibility Case Study: The Monster-Free Mouths Movement:
AAPD Makes a Big Deal About the Importance of Little Teeth
CHAPTER 5: Implementing Your Strategic Communications Plan
Learning Objectives
Foundations of Strategic Planning in Strategic Public Relations
Objectives
Programming
Evaluation, Ongoing Research, and Stewardship
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: TuDinero con TD: Empowering the
U.S. Hispanic Community Through Financial Education
Social Responsibility Case Study: Be the Match: Inspiring the
African American Community to Step Up and Save Lives
SECTION 2: PRACTICING PUBLIC RELATIONS IN A SOCIALLY RESPONSIBLE
WORLD
UNIT 2: Public Relations Tactics
CHAPTER 6: Public Relations Writing: Persuasive and Audience
Focused
Learning Objectives
For a Public Relations Career, You Had Better Become a Good
Writer
Public Relations Writing Strategy and Style
Generating Content: Public Relations Writing Essentials
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Whirlpool: Care CountsTM
Social Responsibility Case Study: How Can Video Storytelling
Support Social Responsibility Efforts
CHAPTER 7: Media Relations in a Digital World
Learning Objectives
The State of the News Media Today
Communications Theory and Media Relations
Measuring News Coverage
Global Media Relations Trends and Tactics
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Deepwater Wind: Launching
America’s First Offshore Wind Farm
Social Responsibility Case Study: World Wildlife Fund’s Campaign to
Stop Wildlife Crime
CHAPTER 8: Social Media and Emerging Technologies
Learning Objectives
Social Media
The Value and Strategies of Social Media
A Showcase of Public Relations Practices With Social Networks
Evaluating Social Media and Looking to the Future
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: M&M’S Red Nose Day Raises
Money for Children Living in Poverty
Social Responsibility Case Study: Giving Tuesday: The Day the World
Gave Back
UNIT THREE: General Practice Areas
CHAPTER 9: Corporate Social Responsibility and Community
Relations
Learning Objectives
Social Responsibility and the Essential Role of Public
Relations
Successful Corporate Social Responsibility Flows From Business
Culture and Builds Reputation
Communicating Corporate Social Responsibility: Opportunities and
Challenges
Community Relations and Corporate Social Responsibility
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Comcast Cares Day Engages
Employees, Their Families, Friends, and Community
Social Responsibility Case Study: Dollywood Foundation Launches “My
People Fund” Relief Effort
CHAPTER 10: Employee Relations, Corporate Culture, and Social
Responsibility
Learning Objectives
Employee Relations and Healthy Organizations
Public Relations and Employee Engagement
Communication Challenges and Opportunities
Employee Relations and Corporate Social Responsibility
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: IBM’s Corporate Service Corps
Develops the Leaders of the Future
Social Responsibility Case Study: Ben & Jerry’s Ice Cream Gives
Back to Vermont
CHAPTER 11: Corporate Communication and Reputation Management
Learning Objectives
The Modern Corporation—Meeting the Challenge
Core Competencies of Corporate Communications
Corporate Communications and Corporate Social Responsibility
Financial Communications, Media Relations, and Investor
Relationships
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Hertz Hits the Road—Being a Good
Neighbor in Florida
Social Responsibility Case Study: Snap Inc— From Dad’s Garage to a
$33 Billion Initial Public Offering
CHAPTER 12: Issues Management and Crisis Communication
Learning Objectives
Issues Management
Crisis Communications
Prepare for and Manage a Crisis
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Hertz Moves Its Corporate
Headquarters
Social Responsibility Case Study: Under Armour and the Sochi Winter
Olympics: Protecting the Brand Against Unfair Criticism
UNIT 4: Specialty Practice Areas
CHAPTER 13: Sports, Tourism, and Entertainment
Learning Objectives
Opportunities and Challenges of Sports Public Relations
Tourism—More Than Sightseeing
Entertainment Public Relations—Publicity and Much More
Entertainment Public Relations and Social Causes
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: #askMPLS Provides Virtual
Concierges During Major League Baseball All-Star Week
Social Responsibility Case Study: Stronger Than the Storm—Ribbon
Cutting Marks Recovery From Superstorm Sandy
CHAPTER 14: Nonprofit, Health, Education, and Grassroots
Organizations
Learning Objectives
Nonprofits: Size, Impact, and Opportunity for Public Relations
Practitioners
Health Communication
Public Relations Support of Educational Institutions
Public Relations in Grassroots Organizations
Scenario Outcome
Wrap Up
Think About It
Write Like a Pro
Social Responsibility Case Study: GlobalGiving: Crowdfunding Gives
to People and Companies Around the World
Social Responsibility Case Study: Two Bostonians Campaign to Stop
the Olympics From Coming to Their Hometown
CHAPTER 15: Public Affairs, Government Relations, and Political
Communications
Learning Objectives
Public Affairs, Government Relations, and Political
Communications
Government Relations and Lobbying
Political Communication: Applying Public Relations Strategy to
Campaigns and Elections
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: CCPHA Serves Up the Bitter Truth
About Sugary Drinks
Social Responsibility Case Study: The First Ladies Health
Initiative: Walgreens Supports HIV/AIDS Screenings in Urban
Churches
CHAPTER 16: International Public Relations and Public Diplomacy
Learning Objectives
An Overview of Global Communications
Global Public Relations in Different Settings
Public Diplomacy, Strategic Public Relations, and Social
Responsibility
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study: Dell Women’s Entrepreneurial
Network Creates Opportunities for Women
Social Responsibility Case Study: “Blue Corridor” Natural Gas
Vehicle Rally
Glossary
References
Index
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 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.
"Introduction to Strategic Public Relations: Communicating for a
Socially Responsible World is an excellent resource
for public relations students and instructors. Students
will love the timely scenarios, global case studies, and
easy to follow explanations of public relations practices across
the world. Instructors will appreciate the comprehensive and
engaging exercises that provide real world examples. A much
needed text for the modern PR professional."
*Maureen Taylor, Ph.D*
"Public Relations is much more than just communication. Page and
Parnell show that a broader strategic view can not only drive
business results, it can change the world."
*Mike Fernandez*
"Using case studies at the beginning of each chapter is an
excellent way to connect with students and to provide a focus for
discussion of the key concepts. The focus on theory throughout the
text is also refreshing."
*Michael Kent*
"The emphasis on social media history, evaluation, social network
theory, and strategy is a great way to give students a broad
understanding of how social media contribute to relationship
building."
*Michael Kent*
"The first thing I look at in a new text is the bibliography. A
text that has nothing to say about theory and research does not get
a second look. Page does an excellent job here of blending theory
and practice."
*Michael Kent*
"It’s refreshing to see ethics covered in chapter three instead of
chapter thirteen."
*Michael Kent*
"This is a good textbook jam-packed with recent information about
public relations in multiple arenas -- including corporate,
non-profit, governmental, political, international, sports,
tourism, and more. The up-to-date chapter on digital media
relations is a plus as are chapters on ethics, law, history,
research, and theory."
*Donald K. Wright, Ph.D.*
"This text details a contemporary way to practice strategic public
relations across multiple public relations sectors. It offers a
‘real world’ approach to public relations practice stepped in
research, theory, and measurement."
*Don W. Stacks, Ph.D.*
"This new text book provides a welcome blend of theory and
practical knowledge that both students and professors of strategic
communication will find adds real value. Page and Parnell bring the
right formula at just the right time."
*Tom Martin*
"This incredibly thorough introduction to strategic public
relations traces PR from its early days and provides insights to
success in a career in its exciting future. With a solid foundation
in ethics, careful attention to the core values of building
authentic stakeholder relationships, and an informed eye on the
evolving strategic digital future, readers will find this to be a
comprehensive and indispensable guide."
*Roger Bolton*
"The art and science of effective and responsible communications in
today′s chaotic, fragmented and increasingly broad media landscape
is comprehensively addressed by Dr. Page and Professor Parnell in
this ground-breaking work. Both educators and students alike
will benefit from its seamless integration of academic theory and
experiential lessons."
*Michael Fanning*
"This book provides students and educators alike with an excellent
foundation for modern public relations. Of particular
interest is the book′s excellent and comprehensive discussion of
the century-old history of the field. This book delves deep
and broad, offering students a unique perspective of how we got to
where we are today, why we practice the way we do and how media
technologies have so profoundly impacted the evolution of the
profession. The influence of corporate communications pioneers we
don′t hear much about provides a much-needed understanding of the
differences between agency and client work. This text is
highly recommended for student who is serious about a career in
this field."
*Shelley Spector*
"Insight boxes…should make PR professors smile. Such boxes,
included in each chapter, offer discussion points based on the
topic at hand in a clear, descriptive way, and could easily be used
as a jumpstart for class discussions, or as easy topics or essay
exam questions."
*Danny Paskin*
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