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Discovering Public Relations

Discovering Public Relations
An Introduction to Creative and Strategic Practices

Second Edition
Available with:

January 2024 | 488 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 highlights modern and contemporary PR practices, emphasizing social media, digital communication, and creative innovation. Understanding that creativity alone can’t create success, Freberg shows students how to choose and implement evidence-based practices to guide their strategic campaigns. The Second Edition transforms students into successful PR professionals by giving them the tools to think creatively, innovate effectively, and deploy research-backed tactics for successful campaigns.

Part I: Foundations
Chapter 1: An Introduction to Public Relations
Chapter 2: Historical Contexts and Today’s Practices
Chapter 3: Ethics and The Law
Chapter 4: Diversity, Equity, Inclusion, And Belonging
Chapter 5: Research and Evidence-Based Practices
Chapter 6: Branding
Chapter 7: Writing for Public Relations
Part II: Applications
Chapter 8: Strategic Campaigns
Chapter 9: Audiences and Relationship Management
Chapter 10: Creative Content
Chapter 11: Crisis Communication
Chapter 12: Management and Business Acumen
Chapter 13: Measurement and Evaluation
Chapter 14: Careers
Chapter 15: Specializations
Part III: Summary
Chapter 16: The Future


Instructor Resource Site
For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.

LMS cartridge included with this title for use in Blackboard, Canvas, Brightspace by Desire2Learn (D2L), and Moodle

The LMS cartridge makes it easy to import this title’s instructor resources into your learning management system (LMS). These resources include:
  • Test banks
  • Editable chapter-specific PowerPoint® slides
  • Lecture notes
  • All tables and figures from the textbook
Don’t use an LMS platform?

You can still access the online resources for this title via the password-protected Instructor Resource Site.
Key features
  • The new edition is available in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support. Learn more.
  • New chapter on Crisis Communication.
  • Each end-of-chapter case study is new, reflecting timely topics and cases such as Rihanna and Fenty Beauty, Stranger Things' projection on the Empire State Building, and Dove's Detox Your Feed initiative.
  • New and updated Game Changers feature interviews with some of the leading voices in the profession, showcasing individuals who are essentially changing the game in their respective areas of public relations.
  • Insights into artificial intelligence are highlighted and expanded throughout all chapters.
  • Chapter 4 on Diversity and Inclusion has been revamped with important insights into how equity and belonging reflect current industry trends and practices, along with new coverage of opportunities, language, and accessibility as areas for improvement in the PR field related to DEI.
  • New and updated examples include discussion of AI insights related to ethical and legal considerations in PR, Formula One racing, Taylor Swift, data protection and privacy initiatives, companies facing greenwashing allegations, the Kentucky Derby, the Barbie movie, and more.
  • The text is aligned with guidelines 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 feature spotlights 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.
Vantage Reference: 
Discovering Public Relations - Vantage Learning Platform

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