Preface and Acknowledgments
About the Author
PART I: FOUNDATIONS
Chapter 1. An Introduction to Public Relations
What Is Public Relations?
How Do We Build Relationships in Public Relations?
Where Do We Find Public Relations in Action?
What Do We Do as PR Professionals?
How Do We Work With Professionals in Related Fields?
How Do We Use Storytelling?
Chapter 2. Historical Contexts and Today’s Practices
How Did the Field of Public Relations Begin?
How Do the Four Models Function?
Who Are the Notable Figures of Public Relations?
The Four Models Today: What Can Recent Campaigns Teach Us?
Why Study PR Practices, Research, and Theories?
Social Media: What Is Its Impact on Public Relations?
Chapter 3. Ethics and the Law
What Are Ethics and Ethical Conduct?
What Codes of Ethics Do We Follow?
Ethical Dilemmas: What Can Recent Campaigns Teach Us?
What Legal Matters Do We Need to Know About?
What Are Best Practices for Functioning Ethically and Legally?
Chapter 4. Diversity and Inclusion
What Do Diversity and Inclusion Mean?
How Diverse and Inclusive Is Public Relations?
What Benefits Do Diversity and Inclusion Bring to Public Relations?
What Best Practices Can Make Public Relations More Diverse and Inclusive?
Chapter 5. Research and Evidence-Based Practices
What Is Research? How Does It Function in Public Relations?
What Are Evidence-Based Practices for Research?
What Research Methods Do We Use in Public Relations?
What Are Best Practices for Conducting, Evaluating, and Applying Research?
Chapter 6. Branding
How Do We Support Clients’ Brands in Public Relations?
What Is a Personal Brand? How Do We Create One?
What Are Best Practices for Client and Personal Branding?
Chapter 7. Writing
What Does It Mean to Write for Public Relations?
What Types of Writing Do PR Professionals Compose?
What Are Helpful Tools for Writing in Public Relations?
PART II: APPLICATIONS
Chapter 8. Strategic Campaigns
What Are the Steps for Conducting a Successful PR Campaign?
What Are the RACE and ROPE Models for Conducting Campaigns?
How Does the Strategic Model Benefit Campaigns?
How Does the PESO Model for Media Promote Campaigns?
Chapter 9. Audiences and Relationship Management
How Do We Identify Audiences?
Who Are Our Audiences? How Do We Interact With Them?
What Is Relationship Management?
Chapter 10. Creative Content
How Do Marketing Tools Connect Our Content With Our Audiences?
How Do We Describe and Share Content?
What Is a Message Strategy?
What Types of Content Are Best for Different Channels?
How Does Visual, Audio, and Multimedia Content Work?
What Are Best Practices for Creating Content?
Chapter 11. Management and Business Acumen
What Myths Exist Among Business and PR Academics and Professionals?
What Do We Need to Succeed in a Business Setting?
Whom Do We Work With in the Business Setting?
How Does Our Approach Benefit Business?
What Common Goals Do We Pursue With Business and Management?
What Are Best Practices for Conducting Business?
Chapter 12. Measurement and Evaluation
Why Are Measurement and Evaluation Important?
What Types of Measurement and Evaluation Do We Use?
What Methods Do We Use for Measuring and Evaluating?
What Metrics Do We Use to Evaluate a Campaign?
What Are Industry Standards for Measurement and Evaluation?
What Are Best Practices for Measurement and Evaluation?
Chapter 13. Careers
What Skills and Experience Do We Need to Work in Public Relations?
What Types of Careers Does Public Relations Offer?
How Do We Decide Where to Work?
What Are Best Practices for Building a Career in Public Relations?
Chapter 14. Specializations
Reputation Management: What Is It? How Is It Done?
Crisis Communication: What Is It? How Is It Done?
Influencer Marketing: What Is It? How Is It Done?
Global Public Relations: What Is It? How Is It Done?
Social Media Public Relations: What Is It? How Is It Done?
Entertainment and Sports Public Relations: What Is It? How Is It Done?
Nonprofit Public Relations: What Is It? How Is It Done?
Politics Public Relations: What Is It? How Is It Done?
PART III: SUMMARY
Chapter 15. The Future
Where Are We Headed? What Are the Opportunities and Obstacles?
What Have We Learned So Far?
Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
What Are Best Practices for Advancing Your Future?