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ALERTcourse syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.PackagesAccess codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.Used or rental booksIf you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code.Access codesAccess codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase.--An interactive text for learning about public relations in the 21st centuryDynamic Public Relations: The 24/7 PR Cycle is interactive text for learning, collaborating, and developing the knowledge and social media skills necessary to succeed in public relations in the 21st century. The text incorporates recommendations from the 2006 Commission on Public Relations Education, including ethics and transparency, digital technology, global implications and diversity. The book is full of real-world scenarios, practices and opportunities for discussion and learning.Learning GoalsUpon completing this book, readers will be able to:Explore the exciting and rapidly changing public relations profession Understand key concepts through the use of skill practices, personal development exercises, and real-world examples Understand the role of digital technology in public relationsDynamic Public Relations: The 24/7 Cycle is now available in an interactive eText! WithMyCommunicationLab, students gain access to an interactive eText and a suite of resources to help them experience and interact with public relations.Students may purchase access directly from http://www.mycommunicationlab.com by using the following ISBNs: ISBN-10: 0205850987 / ISBN-13: 9780205850983. Dynamic Public Relations: The 24/7 PR Cycle is also available in an on-demand, printed format from Pearson Learning Solutions. Visit http://www.pearsoncustomlibrary.com for more information.
Contents
In this Section:1) Brief Table of Contents2) Full Table of Contents1) Brief Table of ContentsPart I: Building a Solid Foundation Chapter 1: What is Public Relations?Chapter 2: The Origins and Development of Public RelationsChapter 3: The Business of Public RelationsChapter 4: Traditional Approaches to Public RelationsChapter 5: Emerging Technologies & Tactics in Public RelationsPart II: Mastering the Nuts and Bolts Chapter 6: Publics and DiversityChapter 7: EthicsChapter 8: Legal IssuesChapter 9: Research and EvaluationPart III: Taking it to the StreetsChapter 10: Issues Management and Corporate Social ResponsibilityChapter 11: Consumers as Public Relations AgentsChapter 12: Globalization, Culture, and ActivismChapter 13: Crisis CommunicationChapter 14: Kick Start Your Career 2) Full Table of ContentsPart I: Building a Solid Foundation Chapter 1: What is Public Relations?In Their Own WordsThe Big PictureYou and Public Relations A Working Definition of Public RelationsTwenty Core Competencies for Public Relations PractitionersSeven Important Qualities for Getting Ahead in PRThe Study of Public RelationsChapter 2: The Origins and Development of Public RelationsThe History of Public Relations: A Checkered PastKey Individuals in Public Relations History: The Good, the Bad, and the UglyModern Public Relations: Repeating the Past or Moving Forward?Chapter 3: The Business of Public RelationsPublic Relations-"Practice" or "Profession"?Where Do PR Practitioners Work?Career PathsProfessional OrganizationsFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 4: Traditional Approaches to Public RelationsIn Their Own WordsThe Big PictureClassic Communication TheoriesThe Influence of Feminist Theory in Public RelationsThe Importance of Planning: SMARTSTacticsFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 5: Emerging Technologies & Tactics in Public RelationsIn Their Own WordsThe Big PicturePR: Moving ForwardFrom Gate Keepers to Content Producers: Social Media Change EverythingOnline Public RelationsSocial Media and the LawThe Future of Social MediaFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsPart II: Mastering the Nuts and Bolts Chapter 6: Publics and DiversityIn Their Own WordsThe Big PicturePublicsThe Intersection between Public Relations and DiversityDifferences that Make a Difference, or Do They?Communication Skills and Recognizing Diversity Flashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 7: EthicsIn Their Own WordsThe Big PictureEthics: The Universal Moral CompassEthical Behavior: The Most Important Obligation of Public RelationsThe Role of Perception: Tylenol and the Exxon ValdezEthics and Social Media Professional CodesFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 8: Legal IssuesIn Their Own WordsThe Big PicturePR, the Law, and EthicsRights and Restrictions Pertaining to Freedom of SpeechAdditional Legal Issues Affecting PR PracticeFederal Agencies with Oversight of Communication ActivitiesThe Court of Public Opinion and the Rise of Litigation PRFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 9: Research and EvaluationIn Their Own WordsThe Big PictureThe Power of ObservationPlanningData Collection Data AnalysisEvaluating Research and CampaignsFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsPart III: Taking it to the StreetsChapter 10: Issues Management and Corporate Social ResponsibilityIn Their Own WordsThe Big PictureWhy Reputation MattersIssues ManagementCorporate Social ResponsibilityFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 11: Consumers as Public Relations AgentsIn Their Own WordsThe Big PictureThe Power of Consumer PRCreating a Word-of-Mouth CampaignEvaluating a Word-of-Mouth CampaignEthics and Consumer PRFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 12: Globalization, Culture, and ActivismIn Their Own WordsThe Big PictureWhat is Globalization?The Importance of Cultures and Subcultures in Global Public RelationsThe Rise of the Social Activist in Public RelationsFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 13: Crisis CommunicationIn Their Own WordsThe Big PictureCrises CommunicationAnatomy of a CrisisStages of a Communication PlanSocial Media-The Game Changer in Crisis CommunicationFlashcard SummaryActivitiesBuild Your KnowledgeKey TermsChapter 14: Kick Start Your Career In Their Own WordsThe Big PictureWhat Do Employers Want? The Theory of FlowClasses to ConsiderPublic Relations Student Society of America (PRSSA).Case Study-Breaking into the Music IndustryEpilogueFlashcard SummaryActivitiesBuild Your KnowledgeKey Terms
