Full Description
Winner of the 2019 Textbook & Academic Authors Association's The Most Promising New Textbook AwardHow can public relations play a more active role in the betterment of society? Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communication prepares you for success in today's fast-changing PR environment. Recognizing that developments in technology, business, and culture require a fresh approach, Janis T. Page and Lawrence Parnell have written a practical introductory text that aligns these shifts with the body of knowledge from which the discipline of public relations was built. Because the practice of public relations is rooted in credibility, the authors believe that you must become ethical and socially responsible communicators more concerned with building trust and respect with diverse communities than with creating throwaway content. The authors balance this approach with a focus on communication theory, history, process, and practice and on understanding how these apply to strategic public relations planning, as well as on learning how to create a believable and persuasive message.Key FeaturesChapter-opening Scenarios capture your attention by discussing current PR challenges-such as the Wells Fargo cross-selling, VW emissions cover-up, and P&G's "Like a Girl" campaign-and thus frame the chapter content and encourage active reading. At the end of the chapter, you explore various aspects of socially responsible communication to "solve" the PR challenge. Socially Responsible Case Studies in each chapter illustrate the key responsibilities of a modern public relations professional such as media relations, crisis communications, employee communications, applied communications research, and corporate and government-specific communications. Each case features problem-solving questions to encourage critical thinking.Social Responsibility in Action boxes feature short, specific social responsibility cases-such as Universals' #NoFoodWasted, Nespresso in South Sudan, and Merck's collaboration with AIDS activists-to highlight best practices and effective tactics, showing the link between sound public relations strategy and meaningful social responsibility programs.Insight boxes spark classroom discussion on particularly important or unique topics in each chapter. Personality Profile boxes will inspire you with stories from PR veterans and rising stars such as the U.S. CEO of Burson-Marstellor, the Chief Communication Officer of the United Nations Foundation, and the Executive VP at HavasPR.
Contents
PrefaceAcknowledgmentsAbout the AuthorsSECTION 1: UNDERSTANDING PUBLIC RELATIONSUNIT 1: Public Relations' Role and Function in SocietyCHAPTER 1: Strategic Public Relations: A Constantly Evolving DisciplineLearning ObjectivesThe Image of Public Relations in Popular CultureDefining 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 IndustryRoles and Functions for Public Relations ProsCareer Paths for Public Relations Professionals: Which Way Is Right for You?Scenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Allstate Purple Purse: Raising Awareness and Funds for VictimsSocial Responsibility Case Study: The Nature Conservancy: Connecting City Water Supplies With NatureCHAPTER 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Other Public Relations PioneersLearning ObjectivesA History of Public Relations in the Modern EraGrowth of the Public Relations AgencyOrigins, Definitions, and Driving Forces of Corporate Social ResponsibilityThe Future of Public RelationsScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Edward Bernays and Light's Golden JubileeSocial Responsibility Case Study: Johnson & Johnson's Tylenol CrisisCHAPTER 3: Ethics and Law in Public RelationsLearning ObjectivesEthics in Public RelationsStay Informed, Be Vigilant, Develop Personal EthicsHow Does Law Affect Public Relations?Scenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Coca-Cola's Fight Against ObesitySocial Responsibility Case Study: Burson-Marsteller's "Whisper Campaign"CHAPTER 4: Foundations of Public Relations: Research and TheoryLearning ObjectivesHow to BeginPrimary Research MethodsThe Big Ideas Behind Public Relations StrategiesScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Allstate Reality Rides (R) Combats Distractions With a Virtual Driving SimulatorSocial Responsibility Case Study: The Monster-Free Mouths Movement: AAPD Makes a Big Deal About the Importance of Little TeethCHAPTER 5: Implementing Your Strategic Communications PlanLearning ObjectivesFoundations of Strategic Planning in Strategic Public RelationsObjectivesProgrammingEvaluation, Ongoing Research, and StewardshipScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: TuDinero con TD: Empowering the U.S. Hispanic Community Through Financial EducationSocial Responsibility Case Study: Be the Match: Inspiring the African American Community to Step Up and Save LivesSECTION 2: PRACTICING PUBLIC RELATIONS IN A SOCIALLY RESPONSIBLE WORLDUNIT 2: Public Relations TacticsCHAPTER 6: Public Relations Writing: Persuasive and Audience FocusedLearning ObjectivesFor a Public Relations Career, You Had Better Become a Good WriterPublic Relations Writing Strategy and StyleGenerating Content: Public Relations Writing EssentialsScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Whirlpool: Care CountsTMSocial Responsibility Case Study: How Can Video Storytelling Support Social Responsibility EffortsCHAPTER 7: Media Relations in a Digital WorldLearning ObjectivesThe State of the News Media TodayCommunications Theory and Media RelationsMeasuring News CoverageGlobal Media Relations Trends and TacticsScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Deepwater Wind: Launching America's First Offshore Wind FarmSocial Responsibility Case Study: World Wildlife Fund's Campaign to Stop Wildlife CrimeCHAPTER 8: Social Media and Emerging TechnologiesLearning ObjectivesSocial MediaThe Value and Strategies of Social MediaA Showcase of Public Relations Practices With Social NetworksEvaluating Social Media and Looking to the FutureScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: M&M'S Red Nose Day Raises Money for Children Living in PovertySocial Responsibility Case Study: Giving Tuesday: The Day the World Gave BackUNIT THREE: General Practice AreasCHAPTER 9: Corporate Social Responsibility and Community RelationsLearning ObjectivesSocial Responsibility and the Essential Role of Public RelationsSuccessful Corporate Social Responsibility Flows From Business Culture and Builds ReputationCommunicating Corporate Social Responsibility: Opportunities and ChallengesCommunity Relations and Corporate Social ResponsibilityScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Comcast Cares Day Engages Employees, Their Families, Friends, and CommunitySocial Responsibility Case Study: Dollywood Foundation Launches "My People Fund" Relief EffortCHAPTER 10: Employee Relations, Corporate Culture, and Social ResponsibilityLearning ObjectivesEmployee Relations and Healthy OrganizationsPublic Relations and Employee EngagementCommunication Challenges and OpportunitiesEmployee Relations and Corporate Social ResponsibilityScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: IBM's Corporate Service Corps Develops the Leaders of the FutureSocial Responsibility Case Study: Ben & Jerry's Ice Cream Gives Back to VermontCHAPTER 11: Corporate Communication and Reputation ManagementLearning ObjectivesThe Modern Corporation-Meeting the ChallengeCore Competencies of Corporate CommunicationsCorporate Communications and Corporate Social ResponsibilityFinancial Communications, Media Relations, and Investor RelationshipsScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Hertz Hits the Road-Being a Good Neighbor in FloridaSocial Responsibility Case Study: Snap Inc- From Dad's Garage to a $33 Billion Initial Public OfferingCHAPTER 12: Issues Management and Crisis CommunicationLearning ObjectivesIssues ManagementCrisis CommunicationsPrepare for and Manage a CrisisScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Hertz Moves Its Corporate HeadquartersSocial Responsibility Case Study: Under Armour and the Sochi Winter Olympics: Protecting the Brand Against Unfair CriticismUNIT 4: Specialty Practice AreasCHAPTER 13: Sports, Tourism, and EntertainmentLearning ObjectivesOpportunities and Challenges of Sports Public RelationsTourism-More Than SightseeingEntertainment Public Relations-Publicity and Much MoreEntertainment Public Relations and Social CausesScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: #askMPLS Provides Virtual Concierges During Major League Baseball All-Star WeekSocial Responsibility Case Study: Stronger Than the Storm-Ribbon Cutting Marks Recovery From Superstorm SandyCHAPTER 14: Nonprofit, Health, Education, and Grassroots OrganizationsLearning ObjectivesNonprofits: Size, Impact, and Opportunity for Public Relations PractitionersHealth CommunicationPublic Relations Support of Educational InstitutionsPublic Relations in Grassroots OrganizationsScenario OutcomeWrap UpThink About ItWrite Like a ProSocial Responsibility Case Study: GlobalGiving: Crowdfunding Gives to People and Companies Around the WorldSocial Responsibility Case Study: Two Bostonians Campaign to Stop the Olympics From Coming to Their HometownCHAPTER 15: Public Affairs, Government Relations, and Political CommunicationsLearning ObjectivesPublic Affairs, Government Relations, and Political CommunicationsGovernment Relations and LobbyingPolitical Communication: Applying Public Relations Strategy to Campaigns and ElectionsScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: CCPHA Serves Up the Bitter Truth About Sugary DrinksSocial Responsibility Case Study: The First Ladies Health Initiative: Walgreens Supports HIV/AIDS Screenings in Urban ChurchesCHAPTER 16: International Public Relations and Public DiplomacyLearning ObjectivesAn Overview of Global CommunicationsGlobal Public Relations in Different SettingsPublic Diplomacy, Strategic Public Relations, and Social ResponsibilityScenario OutcomeWrap UpKey TermsThink About ItWrite Like a ProSocial Responsibility Case Study: Dell Women's Entrepreneurial Network Creates Opportunities for WomenSocial Responsibility Case Study: "Blue Corridor" Natural Gas Vehicle RallyGlossaryReferencesIndex
