Janis Teruggi Page & Lawrence J. Parnell 
Introduction to Public Relations [PDF ebook] 
Strategic, Digital, and Socially Responsible Communication

Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations (PR) with a focus on new media and social responsibility. 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.






Included with this title:



The password-protected Instructor Resource Site (formally known as SAGE Edge) offers access to all text-specific resources, including a test bank and editable, chapter-specific Power Point® slides.

Содержание

Preface

Acknowlegments

About the Authors

Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline

The Image of Public Relations in Popular Culture

Defining Public Relations: What’s in a Name?

Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?

Growth of Public Relations Into a Global Industry

Roles and Functions for Public Relations Pros

Career Paths for Public Relations Professionals: Which Way Is Right for You?

Chapter 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Introducing Other Pioneers

A History of Public Relations in the Modern Era

Growth of the Public Relations Agency Sector

The Future of Public Relations

Chapter 3: Ethics and Law in Public Relations

Ethics in Public Relations

Stay Informed, Be Vigilant, Develop Professional and Personal Ethics

How Does Law Affect Public Relations?

Chapter 4: Foundations of Public Relations: Research and Theory

How to Begin

Primary Research Methods

The Big Ideas Behind Public Relations Strategies

Scenario Outcome

Chapter 5: Strategic Communication Planning

Foundations of Strategic Planning in Strategic Public Relations

Objectives

Programming

Evaluation, Research, and Measurement

Chapter 6: Public Relations Writing: Persuasive and Audience Focused

For a Public Relations Career, You Had Better Become a Good Writer

Public Relations Writing Strategy and Style

Generating Content: Public Relations Writing Essentials

Chapter 7: Media Relations in a Digital World

The State of the News Media Today

Communications Theory and Media Relations

Measuring News Coverage

Global Media Relations Trends and Tactics

Chapter 8: Social Media and Emerging Technologies

Social Media

The Value and Strategies of Social Media

A Showcase of Digital and Social Media PR Practices

Evaluating Social Media and Looking to the Future

Chapter 9: Corporate Social Responsibility and Community Relations

Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?

Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation

Communicating Corporate Social Responsibility: Opportunities and Challenges

Community Relations and Corporate Social Responsibility

Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility

Employee Relations and Healthy Organizations

Public Relations and Employee Engagement

Communication Challenges and Opportunities

Employee Relations and Corporate Social Responsibility

Chapter 11: Corporate Communication and Reputation Management

The Modern Corporation: Meeting the Challenge

Core Competencies of Corporate Communications

Corporate Communications and Corporate Social Responsibility

Financial Communications, Media Relations, and Investor Relationships

Chapter 12: Issues Management and Crisis Communication

Issues Management

Crisis Communications

Preparing for and Managing a Crisis

Chapter 13: Sports, Tourism, and Entertainment

Opportunities and Challenges of Sports Public Relations

Tourism: More Than Sightseeing

Entertainment Public Relations: Publicity and Much More

Chapter 14: Nonprofit, Health, Education, and Grassroots Organizations

Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners

Health Communication

Public Relations Support of Educational Institutions

Public Relations in Grassroots Organizations

Chapter 15: Public Affairs, Government Relations, and Political Communications

Public Affairs, Government Relations, and Political Communications

Government Relations and Lobbying

Applying Public Relations Strategy to Campaigns and Elections

Chapter 16: Global Public Relations and Public Diplomacy

An Overview of Global Communications

Global Public Relations in Different Settings

Public Diplomacy, Strategic Public Relations, and Social Responsibility

Glossary

References

Об авторе

Lawrence J. Parnell is an award-winning practitioner and educator. In 2003, he was selected the PR Professional of the Year by PRWeek; in 2009, he was named to the PR News Hall of Fame; and The George Washington University Master’s in Strategic Public Relations program, which he led for 16 years, was named Best PR Education Program by PRWeek in 2015. In August 2024, he was named the PR Educator of the Year by PR News.He offers the practical experience of more than 30 years of communications work in government, corporate, and agency settings and 16 years in academia as an associate professor of strategic public relations and program director at The George Washington University (GW). As well, he has served as an adjunct professor at the GW School of Business teaching strategic communications to MBA candidates. Parnell is an active member of PRSA and the prestigious Page Society.During his career, he has advised elected officials, government leaders, and corporate executives at the national and global levels on major business and communications issues. He continues to provide high-level communications consulting and executive coaching to corporations, nonprofits, and government organizations through his firm Parnell Communications.His research on CSR, PR, and public diplomacy has been presented at national and global industry and academic conferences and published in Shaping International Public Opinion: A Model for Nation Branding and Public Diplomacy.