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Introduction to Public Relations

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

Second Edition
Additional resources:

October 2020 | 448 pages | SAGE Publications, Inc

Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations (PR) as it is today and will be tomorrow. 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.

Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline with many Career Opportunities
Chapter 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page and Introducing Other Pioneers
Chapter 3: Ethics and Law in Public Relations
Chapter 4: Foundations of Public Relations: Research and Theory
Chapter 5: Implementing Strategic Communication Plans
Chapter 6: Public Relations Writing: Persuasive and Audience Focused
Chapter 7: Media Relations in a Digital World
Chapter 8: Social Media and Emerging Technologies
Chapter 9: Corporate Social Responsibility and Community Relations
Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
Chapter 11: Corporate Communication and Reputation Management
Chapter 12: Issues Management and Crisis Communication
Chapter 13: Sports, Tourism, and Entertainment
Chapter 14: Nonprofit, Health, Education, and Grassroots Organizations
Chapter 15: Public Affairs, Government Relations, and Political Communications
Chapter 16: Global Public Relations and Public Diplomacy


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With SAGE coursepacks, you get:

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an intuitive, simple format that makes it easy to integrate the material into your course with minimal effort;
assessment tools that foster review, practice, and critical thinking, including:

o    test banks built on Bloom’s Taxonomy that provide a diverse range of test items with electronic test generation;

o    diagnostic chapter tests that identify opportunities for improvement, track student progress, and ensure mastery of key learning objectives;

o    instructions on how to use and integrate the comprehensive assessments and resources provided;

editable, chapter-specific PowerPoint® slides that offer flexibility when creating multimedia lectures so you don’t have to start from scratch;
sample course syllabi with suggested models for structuring your course that give you options to customize your course to your exact needs;
all tables and figures from the textbook; and
KSAs for the PR Certificate that show the alignment between the text and the requirements for the PR exam.

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  • an open-access site that makes it easy for students to maximize their study time, anywhere, anytime;
  • eFlashcards that strengthen understanding of key terms and concepts; and
  • learning objectives that reinforce the most important material.
Key features

Key Features

  • Chapter-opening Scenarios capture student attention by discussing current PR challenges—such as the Wells Fargo cross-selling, VW emissions cover-up, and P&G’s “Like a Girl” campaign—and thus frame the chapter content and encourage active reading. At the end of the chapter, students explore various aspects of socially responsible communication to “solve” the PR challenge. 

  • Socially Responsible Case Studies in each chapter illustrate the key responsibilities of a modern public relations professional such as media relations, crisis communications, employee communications, applied communications research, and corporate and government-specific communications. Each case features problem-solving questions to encourage critical thinking.

  • Social Responsibility in Action boxes feature short, specific social responsibility cases—such as Universals’ #NoFoodWasted, Nespresso in South Sudan, and Merck’s collaboration with AIDS activists—to highlight best practices and effective tactics, showing the link between sound public relations strategy and meaningful social responsibility programs.

  • Insight boxes spark classroom discussion on particularly important or unique topics in each chapter.

  • PR Profiles inspire students with stories from PR veterans and rising stars such as the U.S. CEO of Burson-Marstellor, the Chief Communication Officer of the United Nations Foundation, and the Executive VP at HavasPR. 

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ISBN: 9781544392004