Karen Freberg 
Discovering Public Relations [EPUB ebook] 
An Introduction to Creative and Strategic Practices

Part I: Foundations
Chapter 1: An Introduction to Public Relations
What Is Public Relations?
What Do We Do as PR Professionals?
How Do We Work With Professionals in Related Fields?
How Is Today’s PR Field Looking to the Future?
Chapter 2: Historical Contexts and Today’s Practices
How Do the Four PR 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?
Chapter 3: Ethics and The Law
What Are Ethics and Ethical Conduct?
What Codes and Best Practices Do We Follow?
Ethical Dilemmas: What Can Recent Campaigns Teach Us?
What Legal Matters Do We Need to Know About?
Chapter 4: Diversity, Equity, Inclusion, And Belonging
What Do Diversity, Equity, Inclusion, and Belonging Mean?
How Diverse, Equitable, and Inclusive Is Public Relations?
What Benefits Do Diversity, Equity, Inclusion, and Belonging Bring to Public Relations?
What Best Practices Can Make Public Relations More Diverse, Equal, 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?
How Do You Create Your Own Personal Brand?
What Are Best Practices for Client and Personal Branding?
Chapter 7: Writing for Public Relations
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 Is a PR Campaign?
What Are the Models for Evaluating 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?
How Do We Interact With Traditional PR Audiences?
Who Are Today’s Key Audiences?
What Is Relationship Management?
Chapter 10: Creative Content
How Do We Create and Strategize Creative Content?
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: Crisis Communication
What Is a Crisis, and What Is Crisis Communication?
What Are the Stages of a Crisis?
What Message Strategies Are Effective in a Crisis?
What Are Best Practices for Working in Crisis Communication?
Chapter 12: Management and Business Acumen
What Do We Need to Succeed in a Business Setting?
Whom Do We Work With in the Business Setting?
What Common Goals Do We Pursue With Business and Management?
What Are Best Practices for Collaborating With Business and Management?
Chapter 13: 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 Best Practices for Measurement and Evaluation?
Chapter 14: Careers
What Skills and Experiences 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 15: Specializations
Reputation Management: 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 16: The Future
Where Are We Headed? What Are the Opportunities and Obstacles?
What Have We Learned So Far?
What Are Best Practices for Advancing Your Future?

Karen Freberg (@kfreberg) is a Professor in Strategic Communications at the University of Louisville. Freberg is also the director of The Bird’s Nest, a student-run strategic communication agency at the University of Louisville. In 2019, Freberg received the honor of being named a visiting Adjunct Associate Professor in Creative Communication at the University of the Sunshine Coast.Freberg is also a research consultant in social media and crisis communications and has worked with several organizations and agencies such as Kentucky Derby, Sun Tan City, GE Appliances, Korbel, Brown-Forman, Churchill Downs, Kentucky Derby, Facebook, Adobe, Hub Spot, Chipotle, Firestorm Solutions, Hootsuite, The Breeders’ Cup, IMC Agency, DHS, CDC, and General Motors. This experience led her to be a 2015 Plank Center Fellow for General Motors (GM), where her responsibility was to work with the PR and social media teams, forming best practices and recommendations on social media measurement strategies and influencer marketing practices.In addition, Freberg is an award-winning author and has written several books including The Roadmap in Teaching Social Media (Amazon, self-published), Digital Media Writing for Strategic Communication (Top Hat with Emily Kinsky and Amber Hutchins), and Social Media for Strategic Communications: Creative Strategies and Research-Based applications (with SAGE, which was named 2020 NCA Public Relations Division’s Outstanding Textbook Award Winner). She’s published her second Top Hat book with Kinsky titled Concepts in Social and Digital Communication.Freberg has coordinated and advised various companies on the areas of social media pedagogy and certification programs, such as Cannes Lions (Co-Chair of the Cannes Lions Educator Summit), Hootsuite (Advanced Social Media Certification and #Hoot Amb), Meltwater (certification program and contributor), Adobe (EDUMax Thought Leader and Adobe Education Leader), Meta Blueprint (Subject Matter Expert), and Hub Spot (Education Founding Member). Freberg also launched a social media educators community on FB and Twitter (now X) (@SMprofessors and #SMprofs) for professors, practitioners, and professionals in the education industry to share resources, brainstorm ideas, and collaborate on projects to bridge the gap between education and practice.In addition to academic publications, Freberg has been interviewed for popular press publications such as The New York Times, The Drum, Newsweek, Adweek, USA Today, The Next Web, MONEY, USA Today College, and Forbes.xxxii Before coming to the University of Louisville, Freberg earned a Ph.D. in communication and information at the University of Tennessee in May 2011 and a master’s degree in strategic public relations at the Annenberg School for Communication at the University of Southern California in August 2007. Freberg received her bachelor of science degree in public relations at the University of Florida in August 2005.Freberg is also a four-time All-American, two-time SEC champion, and 2004 Olympic Trials finalist in the shot put. She loves coffee (it’s a major food group), traveling, and being with her Australian Shepherd, Mando Wade, and believes everyone needs to be on #Team Ryan Reynolds as he is the only one who can call her Dr. K.