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Discovering Public Relations

Discovering Public Relations
An Introduction to Creative and Strategic Practices

Additional resources:

August 2020 | 400 pages | SAGE Publications, Inc
Discovering Public Relations introduces students to the field of PR in a practical, applied, and hands-on way that prepares them for the modern workplace. Author Karen Freberg guides students through the evolution of contemporary PR practices with an emphasis on social media, digital communication, creativity, and diversity. Understanding that innovation alone can’t create success, Freberg shows students how to use, choose, and implement evidence-based practices to guide their strategic campaigns. The text will transform today’s students into tomorrow’s successful PR professionals by giving them the tools to think creatively, innovate effectively, and deploy research-backed tactics for successful campaigns.

1. Introduction to Public Relations
2. Historical Contexts and Practices
3. Ethics and the Law
4. Diversity and Inclusion
5. Research and Evidence-Based Practices
6. Branding
7. Writing
8. Strategic Campaigns
9. Audience and Relationship Management
10. Creative Content
11. Management and Business Acumen
12. Measurement and Evaluation
13. Careers
14. Specializations
15. The Future


Instructor Resources


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    • diagnostic chapter quizzes that identify opportunities for improvement, track student progress, and ensure mastery of key learning objectives
    • test banks built on Bloom’s Taxonomy that provide a diverse range of test items with ExamView test generation
    • instructions on how to use and integrate the comprehensive assessments and resources provided;
  • sample course syllabi for semester and quarter courses that provide suggested models for structuring your courses;
  • editable, chapter-specific PowerPoint® slides that offer complete flexibility for creating a multimedia presentation for your course;
  • discussion questions to help launch engaging classroom interaction while reinforcing important content; and
  • chapter-specific class activities to help launch engaging classroom interaction while reinforcing important content.
Student Resources

SAGE Edge for students enhances learning, it’s easy to use, and offers:

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Discovering Public Relations is a cutting-edge, comprehensive, well-organized, and timely book that succinctly and methodically introduces students to the evolving and impactful field of public relations. To enhance learning and teaching, the author incorporates illustrations, case studies, current examples, learning objectives, and discussion questions in each chapter.”

Yahya R. Kamalipour
North Carolina A&T State University

“This text provides an exploration into the current and future state of public relations and how it is executed in an array of environments. While there is an emphasis on the history, the book uses this as a foundation to provide students with the background of the discipline so that they may have a more complete knowledge of how the discipline has evolved to its current state and its future direction.”

Denise Herd
Indiana University-Purdue University Indianapolis

Discovering Public Relations is unique with its focus on ethics, diversity, and game changers in the profession, and the textbook content provides a solid foundation for students that is rooted in cutting-edge public relations educational standards and current industry best practices.”

Jennifer Robinette
Marist College

"Freberg’s text is anchored in proven PR principles while exploring the evolution of the profession for today’s practitioner. The integration of social media principles and skills reflects the field’s contemporary development."

Melinda A. Booze
Evangel University

"Freberg has a clear understanding of the PR industry and how a college student learns new material— the best combination for authoring a textbook. The chapters are well organized, thorough and logical.”

Claire M. Regan
Wagner College

“This is a no-nonsense, easy-to-comprehend introductory PR textbook which takes complex concepts and makes them understandable and relatable for all students.”

L. Simone Byrd
Alabama State University

“Freberg’s textbook is one of her finest examples of bridging practice and theory, research and creativity. Her expertise and experience are on display in this text. Her tone is vibrant, and the content of the book provides a comprehensive and strategic overview of the industry and what it takes to be involved and engaged in modern-day public relations. This is one of the best introductory textbooks on the market."

Natalie T. J. Tindall
Lamar University

“This text provides an excellent mix of foundational elements for students getting started in public relations, with attention to diversity, social media, and thought-provoking discussion questions.”

Josie DeAngelis
Western New England University

“This text does more than introduce key concepts in PR; it encourages students to think about their own place in public relations - how to build and promote their own skill set to be successful in the industry.”

Courtney A. Barclay
Jacksonville University

“This is an excellent textbook! After using several texts during my 25 years of college teaching, I finally found a resource that gives my students everything they need to adopt a solid foundation in the world of public relations. I will no longer have to supplement the text I use with additional sources of information to thoroughly educate my students.”

Terry L. Hapney, Jr.
Marshall University
Key features
  • The text is aligned with guidelines from the 2018 report put forth by the Commission on Public Relations Education (CPRE).
  • Chapter-opening learning objectives identify what students should be able to accomplish upon completing the reading.
  • Infographics convey information to students in a visually appealing way that makes learning easier.
  • Game Changer features spotlight professionals in different areas of public relations who share their wisdom with the future generation of public relations scholars.
  • Building Your Brand exercises help students apply their skills from the chapter to build their own personal brand as a rising PR professional.
  • Building Your Portfolio activities allow students to apply what they have learned in the chapter to produce work that can be added to their digital or physical portfolio to show their future employers.
  • Summaries, key terms, and discussion questions at the conclusion of chapters allow students to review content to reinforce learning.
  • End-of-chapter APR Exam sections show how chapter content aligns with the Accreditation in Public Relations (APR) exam.

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ISBN: 9781544355375