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Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communication [Minkštas viršelis]

3.79/5 (18 ratings by Goodreads)
,
  • Formatas: Paperback / softback, 496 pages, aukštis x plotis: 254x203 mm, weight: 860 g
  • Išleidimo metai: 06-Mar-2018
  • Leidėjas: SAGE Publications Inc
  • ISBN-10: 1506358039
  • ISBN-13: 9781506358031
Kitos knygos pagal šią temą:
Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible CommunicationDidesnis paveikslėlis
  • Formatas: Paperback / softback, 496 pages, aukštis x plotis: 254x203 mm, weight: 860 g
  • Išleidimo metai: 06-Mar-2018
  • Leidėjas: SAGE Publications Inc
  • ISBN-10: 1506358039
  • ISBN-13: 9781506358031
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781506358031.html
Raktažodžiai:

How 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 Features

  • Chapter-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. 

 

Recenzijos

"Introduction to Strategic Public Relations: Communicating for a Socially Responsible World is an excellent resource for public relations students and instructors. Students will love the timely scenarios, global case studies, and easy to follow explanations of public relations practices across the world. Instructors will appreciate the comprehensive and engaging exercises that provide real world examples. A much needed text for the modern PR professional."  -- Maureen Taylor, Ph.D "Public Relations is much more than just communication. Page and Parnell show that a broader strategic view can not only drive business results, it can change the world." -- Mike Fernandez "Using case studies at the beginning of each chapter is an excellent way to connect with students and to provide a focus for discussion of the key concepts. The focus on theory throughout the text is also refreshing." -- Michael Kent "The emphasis on social media history, evaluation, social network theory, and strategy is a great way to give students a broad understanding of how social media contribute to relationship building." -- Michael Kent "The first thing I look at in a new text is the bibliography. A text that has nothing to say about theory and research does not get a second look. Page does an excellent job here of blending theory and practice." -- Michael Kent "Its refreshing to see ethics covered in chapter three instead of chapter thirteen." -- Michael Kent "This is a good textbook jam-packed with recent information about public relations in multiple arenas -- including corporate, non-profit, governmental, political, international, sports, tourism, and more. The up-to-date chapter on digital media relations is a plus as are chapters on ethics, law, history, research, and theory." -- Donald K. Wright, Ph.D. "This text details a contemporary way to practice strategic public relations across multiple public relations sectors. It offers a real world approach to public relations practice stepped in research, theory, and measurement." -- Don W. Stacks, Ph.D. "This new text book provides a welcome blend of theory and practical knowledge that both students and professors of strategic communication will find adds real value. Page and Parnell bring the right formula at just the right time." -- Tom Martin "This incredibly thorough introduction to strategic public relations traces PR from its early days and provides insights to success in a career in its exciting future. With a solid foundation in ethics, careful attention to the core values of building authentic stakeholder relationships, and an informed eye on the evolving strategic digital future, readers will find this to be a comprehensive and indispensable guide." -- Roger Bolton "The art and science of effective and responsible communications in todays chaotic, fragmented and increasingly broad media landscape is comprehensively addressed by Dr. Page and Professor Parnell in this ground-breaking work.  Both educators and students alike will benefit from its seamless integration of academic theory and experiential lessons." -- Michael Fanning "This book provides students and educators alike with an excellent foundation for modern public relations.  Of particular interest is the books excellent and comprehensive discussion of the century-old history of the field.  This book delves deep and broad, offering students a unique perspective of how we got to where we are today, why we practice the way we do and how media technologies have so profoundly impacted the evolution of the profession. The influence of corporate communications pioneers we dont hear much about provides a much-needed understanding of the differences between agency and client work.  This text is highly recommended for student who is serious about a career in this field." -- Shelley Spector "Insight boxesshould make PR professors smile. Such boxes, included in each chapter, offer discussion points based on the topic at hand in a clear, descriptive way, and could easily be used as a jumpstart for class discussions, or as easy topics or essay exam questions." -- Danny Paskin

Preface xxii
Acknowledgments xxvi
About the Authors xxviii
Section One: Understanding Public Relations
Unit One: Public Relations' Role and Function in Society
Chapter 1 Strategic Public Relations: A Constantly Evolving Discipline
xxx
Learning Objectives
xxx
Scenario: IBM Employees Celebrate 100 Years of Service
1(1)
The Image of Public Relations in Popular Culture
2(1)
Defining Public Relations: What's in a Name?
3(1)
A Crowd-Sourced Definition From the Public Relations Society of America
4(1)
Public Relations Scholars Weigh In
4(3)
Insights: What Is Public Relations?
5(1)
Public Relations Versus Advertising: Understanding the Difference
5(1)
Insights: Public Relations or Advertisement?
6(1)
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
7(1)
Evolution of Corporate Philanthropy Into Corporate Social Responsibility
7(2)
Social Responsibility In Action: Arguments in Favor of Corporate Social Responsibility
8(1)
Value of Corporate Social Responsibility to Corporate Reputation
9(1)
Growth of Public Relations Into a Global Industry
9(3)
Social Responsibility In Action: Gap Year Leads to Global Stage for Nongovernmental Organizations
10(1)
Digital and Social Media Key to Growth
10(1)
Global Public Relations Spending Trends
11(1)
Emerging and Developing Nations
11(1)
Roles and Functions for Public Relations Pros
12(1)
Roles
12(1)
Writer
12(1)
Strategic Advisor
13(1)
Marketing Communications Expert
13(1)
Crisis Manager
13(1)
The Public Relations Tool Kit
14(1)
Media Relations
14(1)
Employee Communications
15(1)
Research and Strategic Planning
16(1)
Social Media
16(1)
Career Paths for Public Relations Professionals: Which Way Is Right for You?
17(1)
Agency
17(5)
PR Personality: How I Started and Built My Career in Public Relations and Corporate Social Responsibility
18(3)
Corporate Government
21(1)
Nonprofit and/or Association Public Relations
21(1)
Scenario Outcome
22(1)
Wrap Up
23(1)
Key Terms
23(1)
Think About It
24(1)
Write Like a Pro
24(1)
Social Responsibility Case Study: Allstate Purple Purse: Raising Awareness and Funds for Victims
25(1)
Social Responsibility Case Study: The Nature Conservancy: Connecting City Water Supplies With Nature
26(4)
Chapter 2 The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Other Public Relations Pioneers
30(26)
Learning Objectives
30(2)
Scenario: Breaking Ground in Crisis Management-Ivy Lee and the Pennsylvania Railroad
31(1)
A History of Public Relations in the Modern Era
32(1)
Public Relations and Press Agentry: The Era of the 1800s
33(1)
Railroads Drive Public Relations' Development
34(1)
Public Relations' Transformation
34(1)
Pioneers of Modern Public Relations
35(1)
Ivy Lee
36(1)
Edward L. Bernays
36(1)
Arthur W. Page
37(3)
PR Personality: Paving the Way for Corporate Public Relations-Arthur W. Page and AT&T
38(1)
Other Innovators of Modern Public Relations
39(1)
Growth of the Public Relations Agency
40(1)
Harold Burson
40(1)
Daniel J. Edelman
40(3)
Insights: African American and Women Pioneers in the Agency Field
41(1)
Insights: Public Relations' Focus Differs by Organization
42(1)
John W. Hill
42(1)
Public Relations Comes of Age
43(1)
Origins, Definitions, and Driving Forces of Corporate Social Responsibility
43(1)
Social Responsibility In Action: PR News Award for Best Corporate Social Responsibility Annual Report
46(1)
The Future of Public Relations
46(1)
Growth and Impact of Digital Media
46(1)
Increased Emphasis on Measurement and Return on Investment (ROI)
47(1)
Integration of Public Relations and Marketing
48(1)
Intersection of Public Relations and Corporate Social Responsibility
48(1)
Social Responsibility In Action: U.S. Secretary of State's Award for Corporate Excellence
49(1)
Improve Diversity and Inclusion
49(1)
Globalization
50(1)
Scenario Outcome
50(1)
Wrap Up
51(1)
Key Terms
51(1)
Think About It
52(1)
Write Like a Pro
52(1)
Social Responsibility Case Study: Edward Bernays and Light's Golden Jubilee
52(1)
Social Responsibility Case Study: Johnson & Johnson's Tylenol Crisis
53(3)
Chapter 3 Ethics and Law in Public Relations
56(24)
Learning Objectives
56(2)
Scenario: "Doing Good" in the Face of Cultural Norms
57(1)
Ethics in Public Relations
58(1)
Public Relations Mix-Ups and Ethical Deficits
59(1)
Contemporary Public Relations Serves the Public Good
60(4)
Social Responsibility In Action: Social Movement Organizations and Ethics
61(1)
What Ethical Guidelines Should Be Used in Public Relations?
62(1)
How to Apply Utilitarianism
62(1)
How to Apply Absolutism
62(1)
How to Apply Virtue Ethics
63(1)
Insights: A Personal Framework for Ethical Reasoning in Public Relations
64(1)
Stay Informed, Be Vigilant, Develop Personal Ethics
64(1)
Public Relations Leadership on Social Responsibility Ethics
66(1)
Individual Ethics
66(1)
Visual Communication and Ethics
66(2)
PR Personality: Does Public Relations Mean Lying?
67(1)
How Does Law Affect Public Relations?
68(1)
Free Speech
69(1)
Defamation
69(5)
Insights: The Ethical Implications of Citizens United
70(1)
Disclosure
71(1)
Social Responsibility In Action: Nike and Sweatshop Labor
72(1)
Copyright and Fair Use
72(1)
Privacy
73(1)
Working for the Law: Litigation Public Relations
74(1)
Scenario Outcome
74(1)
Wrap Up
75(1)
Key Terms
75(1)
Think About It
76(1)
Write Like a Pro
76(1)
Social Responsibility Case Study: Coca-Coles Fight Against Obesity
77(1)
Social Responsibility Case Study: Burson-Marsteller's "Whisper Campaign"
78(2)
Chapter 4 Foundations of Public Relations: Research and Theory
80(28)
Learning Objectives
80(2)
Scenario: The "Biggest Healthy Snacking Brand in the World"?
81(1)
How to Begin
82(1)
Research: First Step in the Public Relations Process
83(1)
Organizational Background
84(1)
Communications Analysis
84(1)
Issue Analysis
84(1)
Target Publics and Public Opinion
84(1)
Primary Research Methods
85(6)
Insights: Dos and Don'ts: Research Ethics
86(1)
Quantitative Methods
86(1)
Survey
86(1)
Content Analysis
87(1)
Digital Analytics
87(1)
Qualitative Methods
88(1)
Depth Interview
88(1)
PR Personality: Ask, Answer, Recommend-Using Research to Understand Business Goals and Develop Innovative Public Relations Strategies
89(1)
Focus Group
90(1)
Participant Observation
90(1)
The Big Ideas Behind Public Relations Strategies go Media and Mass Communication
91(1)
Agenda-Setting Theory
91(10)
Insights: The How and the Why of Theory
92(1)
Social Responsibility In Action: TOMS "One Day Without Shoes"
93(1)
Two-Step Flow
94(1)
Spiral of Silence
94(1)
Social Responsibility In Action: How Merck Communicated With AIDS Activists
95(1)
Diffusion of Innovations
95(1)
Uses and Gratifications Theory
96(1)
Persuasion
96(1)
Elaboration Likelihood Model
97(1)
Principles of Influence
97(2)
Inoculation
99(1)
Management Models
100(1)
Excellence Theory
100(1)
Image Restoration Theory
100(1)
Scenario Outcome
101(1)
Wrap Up
102(1)
Key Terms
102(1)
Think About It
103(1)
Write Like a Pro
103(1)
Social Responsibility Case Study: Allstate Reality Rides® Combats Distractions With a Virtual Driving Simulator
103(2)
Social Responsibility Case Study: The Monster-Free Mouths Movement: AAPD Makes a Big Deal About the Importance of Little Teeth
105(3)
Chapter 5 Implementing Your Strategic Communications Plan
108(22)
Learning Objectives
108(1)
Scenario: Creating Awareness of Skin Cancer Among African Americans
109(1)
Foundations of Strategic Planning in Strategic Public Relations
110(1)
Situation Analysis
Social Responsibility In Action: Starting a Corporate Philanthropy Program
112(1)
Objectives
112(1)
Informational Objectives
113(1)
Motivational Objectives
114(1)
Reputational Objectives
115(1)
PR Personality: Planning for Growth: How Public Relations Planning and Implementation Can Drive Social Change
116(1)
Programming
117(1)
Target Audience
117(1)
Strategy
118(1)
Key Messages
118(1)
Insights: Social Responsibility Planning: A Competitive Advantage?
119(1)
Tactics
119(1)
Insights: Strategic Public Relations Planning: A GPS for Success
120(1)
Timetable and Budget
120(1)
Evaluation, Ongoing Research, and Stewardship
121(1)
Evaluation
121(1)
Ongoing Research
121(1)
Social Responsibility In Action: Moving From Charity to Strategic Philanthropy-SAP Leads the Way
122(1)
Stewardship to Maintain Momentum
123(1)
Scenario Outcome
124(1)
Wrap Up
125(1)
Key Terms
125(1)
Think About It
125(1)
Write Like a Pro
125(1)
Social Responsibility Case Study: TuDinero con TD: Empowering the U.S. Hispanic Community Through Financial Education
126(1)
Social Responsibility Case Study: Be the Match: Inspiring the African American Community to Step Up and Save Lives
127(3)
Section Two: Practicing Public Relations In A Socially Responsible World
Unit Two: Public Relations Tactics
Chapter 6 Public Relations Writing: Persuasive and Audience Focused
130(28)
Learning Objectives
130(1)
Scenario: What Do Taylor Swift, Jason Mraz, and David Mayfield Have in Common?
131(1)
For a Public Relations Career, You Had Better Become a Good Writer
132(1)
Understanding Communication
133(1)
Schramm's Model of Mass Communication
133(1)
Public Relations Writing Strategy and Style
134(1)
Always Approach Writing Strategically
135(1)
Recipe for Success
135(1)
Insights: AP Style "Cheat Sheet"
136(1)
The Curse of Knowledge
137(1)
Beyond Strategy: Form
137(1)
Generating Content: Public Relations Writing Essentials
137(1)
That First Job
138(1)
Social Responsibility In Action: Nespresso in South Sudan
139(1)
The News Release
140(1)
Inverted Pyramid
140(1)
The Format, Step by Step
140(1)
Its Digital! And That's Good
141(1)
Insights: The Appeal of Multimedia
143(1)
Multimedia News Releases
143(1)
Fact Sheet
143(1)
Backgrounder
145(1)
The One-on-One Pitch
145(1)
News Features and Op-Eds
145(1)
Features
146(1)
Op-Eds
147(1)
Social Responsibility In Action: When Children Benefit, So Does the Entire Community
148(1)
Media Kit
148(1)
Speechwriting
149(1)
PR Personality: I Love What Public Relations Is All About
150(1)
Writing for Organizational Media and Digital Environments
151(1)
Scenario Outcome
151(1)
Wrap Up
152(1)
Key Terms
152(1)
Think About It
153(1)
Write Like a Pro
153(1)
Social Responsibility Case Study: Whirlpool: Care Counts™
153(2)
Social Responsibility Case Study: How Can Video Storytelling Support
Social Responsibility Efforts?
155(3)
Chapter 7 Media Relations in a Digital World
158(28)
Learning Objectives
158(2)
Scenario: Real Warriors Campaign: You Are Not Alone
159(1)
The State of the News Media Today
160(1)
Research on the Media
161(1)
Current Practice of Media Relations
162(1)
Monitor the Media for Best Results
164(7)
Social Responsibility In Action: Hyundai Motors Introduces Drivers to the Future
165(1)
Insights: How to Be Pitch Perfect With Corporate Social Responsibility Stories
166(1)
PR Personality: Media Relations- It's All About Building Relationships
167(1)
Media Relations in Political Communications
167(2)
Media Relations in Crisis Situations
169(1)
Bloggers
170(1)
Trade and Professional Media
170(1)
Communications Theory and Media Relations
171(1)
Gatekeeping
171(1)
Agenda Setting
171(1)
Framing
172(1)
Measuring News coverage
173(1)
Advertising Value Equivalence
173(4)
Social Responsibility In Action: MoneyWi$e: A Consumer Action and Capital One Partnership
174(2)
Impressions-Better but Not Good Enough
176(1)
Guidelines for Measuring Media Coverage Impact
176(1)
Positive, Negative, and Neutral Analysis and Key Message Visibility
177(1)
Message Testing
177(1)
Global Media Relations Trends and Tactics
177(2)
Insights: Effective Global Public Relations Requires Specific Knowledge and Strategy
178(1)
Excellence Theory and Global Applications
178(1)
Ethical Standards in Global Media Relations
179(1)
Scenario Outcome
179(1)
Wrap Up
180(1)
Key Terms
181(1)
Think About It
181(1)
Write Like a Pro
181(1)
Social Responsibility Case Study: Deepwater Wind: Launching America's First Offshore Wind Farm
182(1)
Social Responsibility Case Study: World Wildlife Fund's Campaign to Stop Wildlife Crime
183(3)
Chapter 8 Social Media and Emerging Technologies
186(28)
Learning Objectives
186(3)
Scenario: Owning a VW Is Like Being in Love
187(2)
Social Media
189(1)
Historical Context
189(1)
A Big Embrace: Social and Emerging Media Use
189(2)
The Value and Strategies of Social Media
191(1)
Social Network Theory
191(1)
Public Relations Embraces Social Media
192(1)
Driver of Public Relations Growth
193(1)
Media Relations
193(1)
The Dark Side
194(1)
Using Social Media to Build Credibility
194(1)
PR Personality: Why a Public Relations Campaign Is Only as Good as Its Social Media Strategy
195(1)
A Showcase of Public Relations Practices With Social Networks
195(1)
Facebook
196(1)
Twitter
197(7)
Social Responsibility In Action: Children's Specialized Hospital-#Fightface
197(1)
LinkedIn
198(1)
YouTube
199(1)
Instagram
199(1)
Pinterest
200(1)
Insights: How Can a Small Brand Use Google Analytics ... and a Blog to Grow?
201(1)
Blogs
201(1)
Periscope
202(1)
Facebook Live
202(1)
Snapchat
202(1)
Fourth Screen Technology
203(1)
Gamification
203(1)
Evaluating Social Media and Looking to the Future
204(1)
Value of Measurement in Public Relations
204(3)
Insights: Trending: A Speedway Into the Future
205(1)
Social Responsibility In Action: The American Foundation for Suicide Prevention's Fight to Stop Suicide
206(1)
Social Media and Crises 2o
o6
Social Media and Corporate
Social Responsibility
207(1)
Scenario Outcome
207(1)
Wrap Up
208(1)
Key Terms
208(1)
Think About It
209(1)
Write Like a Pro
209(1)
Social Responsibility Case Study: M&M'S Red Nose Day Raises Money for Children Living in Poverty
210(1)
Social Responsibility Case Study: Giving Tuesday: The Day the World Gave Back
211(3)
Unit Three: General Practice Areas
Chapter 9 Corporate Social Responsibility and Community Relations
214(28)
Learning Objectives
214(2)
Scenario: How Do Smaller U.S. Businesses Practice and Communicate Their Corporate Social Responsibility?
215(1)
Social Responsibility and the Essential Role of Public Relations
216(1)
Social Responsibility Is Foundational in Public Relations Today
217(1)
Ever-Changing Demands of Stakeholders
217(1)
Who Is a Stakeholder?
218(1)
Prioritizing Stakeholders
218(1)
Strategic Benefits of Social Responsibility
219(1)
Six Practice Areas of Corporate Social Responsibility
219(2)
Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation 22o
Insights: The New Heroes: Social Entrepreneurs
221(1)
Key Building Blocks of Corporate Social Responsibility
221(1)
Social Responsibility In Action: Rumi Spice: Peace Through Trade
222(1)
More Corporate Social Responsibility Building Blocks
223(1)
Positive Impact on Reputation
223(1)
Corporate Social Responsibility Communication Is Essential
224(1)
CEOs Take Stances on Social Issues
224(1)
CEO Activism Influences Purchase Intent
224(1)
Americans Unsure of Motivations
224(1)
Social Responsibility In Action: Most Socially Responsible Company in the World
225(1)
Millennials More Likely to Give Thumbs-Up
225(1)
Communicating Corporate Social Responsibility: Opportunities and Challenges
226(5)
PR Personality: The Art of Being More in a World of Change
227(1)
What Is Corporate Social Responsibility Communications?
227(1)
Best Practices in Corporate Social Responsibility Communications
228(1)
A Good Starting Point
228(1)
How to Talk "Corporate Social Responsibility"
229(1)
S-T-R-E-T-C-H the Annual Report Into Multimedia
230(1)
Insights: When Corporate Social Responsibility and News Reports Collide
230(1)
Community Relations and Corporate Social Responsibility
231(1)
Earning Trust
231(1)
Community Relations in Action
231(1)
Businesses Earn Trust as Good Citizens
232(1)
Public Relations With Diverse Communities
232(1)
Latinos in the United States: One in Four by 2050
232(1)
Asian American Community: Breaking the Silence
233(1)
Young, Black, and Online
234(1)
Profiles of Community Corporate Social Responsibility Successes and Challenges
235(1)
Target
235(1)
H&M
235(1)
Scenario Outcome
236(1)
Wrap Up
237(1)
Key Terms
237(1)
Think About It
238(1)
Write Like a Pro
238(1)
Social Responsibility Case Study: Comcast Cares Day Engages Employees, Their Families, Friends, and Community
238(2)
Social Responsibility Case Study: Dollywood Foundation Launches "My People Fund" Relief Effort
240(2)
Chapter 10 Employee Relations, Corporate Culture, and Social Responsibility
242(26)
Learning Objectives
242(1)
Scenario: How Do You Bring Together 100,
,000
Employees to Talk About Your Brand?
243(1)
Employee Relations and Healthy Organizations
244(1)
Internal Communication
245(1)
Corporate Culture
245(1)
Leadership
246(1)
Public Relations and Employee Engagement
247(7)
Insights: Public Relations Supports Five Characteristics of a Healthy Organization
248(1)
Traits a Corporate Culture Should Exhibit
248(1)
Constructive Relationships
248(1)
Empowerment
248(1)
Morality and Honesty
249(1)
Diversity
249(1)
Social Consciousness
249(1)
Employee Advocacy
250(1)
Social Responsibility In Action: GE, From Villain to Hero
251(1)
Mergers and Acquisitions
251(1)
A Growing Trend
252(1)
Yoga Rooms Versus Boardrooms
252(1)
Insights: M&As Can Often Disappoint
253(1)
Public Relations Strategy
253(1)
Communication Challenges and Opportunities
254(1)
Need for Organizational Clarity
254(1)
Public Relations Communication Tactics
255(1)
Intranet
255(3)
Social Responsibility In Action: Canon: Living and Working for the Common Good
256(1)
Video Storytelling
256(1)
Employee Programs
257(1)
Evaluating Employee Communication
258(1)
Employee Relations and Corporate Social Responsibility
258(1)
Corporate Social Responsibility Engages Employees
258(3)
PR Personality: Why Simplicity Is Beautiful in Employee Communication Strategy
259(1)
Corporate Social Responsibility Aids Employee Recruitment and Retention
260(1)
Examples of Excellence
260(1)
Scenario Outcome
261(1)
Wrap Up
262(1)
Key Terms
263(1)
Think About It
263(1)
Write Like a Pro
263(1)
Social Responsibility Case Study: IBM's Corporate Service Corps Develops the Leaders of the Future
263(2)
Social Responsibility Case Study: Ben & Jerry's Ice Cream Gives Back to Vermont
265(3)
Chapter 11 Corporate Communication and Reputation Management
268(32)
Learning Objectives
268(2)
Scenario: Starbucks "Race Together"
269(1)
The Modern Corporation-Meeting the Challenge
270(1)
Companies Are Multifaceted
271(1)
The Issue of Trust
271(1)
Critical Role for Corporate Public Relations
272(1)
Communications' Place in the Company
273(2)
Core Competencies of Corporate Communications
275(1)
Corporate Media Relations
275(1)
Digital Media Relations
277(1)
A 24-Hour-a-Day Job
278(1)
Fundamental Practices Remain
278(1)
On the Job in Media Relations
278(10)
Insights: How the Excellence Theory Is Helping Practitioners Manage Media Relations
279(2)
Crisis Media Relations
281(1)
Corporate Branding and Reputation
281(2)
Special Events and Sponsorships
283(1)
Insights: Corporate Branding
283(1)
PR Personality: Authenticity Is Key to Lesbian Gay Bisexual Transgender Public Relations
284(1)
Internal Communications
285(1)
Social Responsibility In Action: Booz Allen Hamilton's Booth 100th Anniversary Campaign: Celebrating a Tradition of Community Service and Market Leadership
286(1)
Social Responsibility In Action: Navistar Enlists Employees for Turnaround
287(1)
Corporate Communications and Corporate Social Responsibility
288(1)
Communicating Corporate Social Responsibility
288(1)
Employee Volunteering and Social Responsibility
288(1)
Financial Communications, Media Relations, and Investor Relationships
289(1)
Financial Communications
289(1)
Going Public
290(1)
Business, Financial, and Consumer Media
290(1)
Investor Relations
291(1)
Socially Responsible Investing
292(1)
Scenario Outcome
293(1)
Wrap Up
294(1)
Key Terms
294(1)
Think About It
295(1)
Write Like a Pro
295(1)
Social Responsibility Case Study: Hertz Hits the Road-Being a Good Neighbor in Florida
295(1)
Social Responsibility Case Study: Snap Inc-From Dad's Garage to a $33 Billion Initial Public Offering
296(4)
Chapter 12 Issues Management and Crisis Communication
300(26)
Learning Objectives
300(2)
Scenario: Wells Fargo's Cross-Selling Cross Up
301(1)
Issues Management
302(1)
The Benefits of Issues Management
303(1)
Issue Life Cycle
303(1)
Crisis Communications
304(1)
The Organizational Crisis
304(1)
Problem Versus a Crisis
306(1)
Product Crisis 3o
o6
PR Personality: Emotional Intelligence and Ethics-Keys to Crisis Management
307(2)
Social Responsibility In Action: Samsung Employees Participate in a Nationwide Day of Service 3o
o8
Litigation Crisis
309(1)
Prepare for and Manage a Crisis
310(9)
Insights: Restoring a Company's Image Using Benoit's Five Categories of Image Restoration
311(1)
Precrisis Plan Development
312(1)
Prepare a Crisis Checklist
312(1)
Crisis Stage
313(1)
Social Responsibility In Action: Habitat for Humanity and Wells Fargo Team Up With Veterans to Improve 100 Homes
314(1)
Crisis Recovery
315(1)
Crisis and Social Media
315(1)
Infamous Examples
316(1)
Volume, Velocity, and Variety
317(2)
Scenario Outcome
319(1)
Wrap Up
320(1)
Key Terms
320(1)
Think About It
321(1)
Write Like a Pro
321(1)
Social Responsibility Case Study: Hertz Moves Its Corporate Headquarters
321(2)
Social Responsibility Case Study: Under Armour and the Sochi Winter Olympics: Protecting the Brand Against Unfair Criticism
323(3)
Unit Four: Specialty Practice Areas
Chapter 13 Sports, Tourism, and Entertainment
326(30)
Learning Objectives
326(2)
Scenario: Being the Best While Doing Serious Good: Micato Safaris
327(1)
Opportunities and Challenges of Sports Public Relations
328(1)
Public Relations Plays a Strategic Part in Sports
329(1)
Social Media's Winning Game
329(1)
Public Relations Careers for Sports Lovers
330(1)
Publicizing the Good, Dealing With the Bad
331(1)
The Right Way to Handle Wrongs
331(1)
Tales of Three Sports Stars
332(4)
Social Responsibility In Action: Being Good Sports: How Athletes and Teams Give Back to Their Community
333(1)
What's in a Name?
334(1)
Corporations Name Stadiums
334(1)
Huge Investments of Millions Each Year
334(1)
Public Relations Values and Risks
334(1)
Insights: How One University's Athletes Give Back
335(1)
Tourism-More Than Sightseeing
336(1)
The Role of Public Relations
336(1)
Public Relations Plan for a Music Festival
337(1)
Sustainability and Social Responsibility Practices
338(1)
Hotels
338(1)
Ecotourism
339(1)
Threats and Crises
340(1)
Most Unforeseen, Few Preventable
340(1)
Insights: Ecotours and Outdoor Leadership
341(1)
Aggressive Public Relations Response to BP Oil Spill
341(1)
Spotlight on Mexico and Greece
342(1)
Small Town Festivals Draw Big Crowds
342(1)
Midwestern Traditions
342(1)
Good Training Grounds for Public Relations
343(1)
Entertainment Public Relations-Publicity and Much More
343(1)
Publicists and Celebrities
344(1)
The Broader Field
344(2)
Entertainment Public Relations and Social Causes
346(1)
Agencies-A Short List
346(1)
Personalities-A Short List
346(3)
PR Personality: Celebrity Public Relations
347(1)
Social Responsibility In Action: NBC Keeps Edible Food Out of the Trash Can
348(1)
Foundations and Corporations
349(1)
Scenario Outcome
349(1)
Wrap Up
350(1)
Key Terms
350(1)
Think About It
351(1)
Write Like a Pro
351(1)
Social Responsibility Case Study: #askMPLS Provides Virtual Concierges During Major League Baseball All-Star Week
351(2)
Social Responsibility Case Study: Stronger Than the Storm-Ribbon Cutting Marks Recovery From Superstorm Sandy
353(3)
Chapter 14 Nonprofit, Health, Education, and Grassroots Organizations
356(24)
Learning Objectives
356(2)
Scenario: How Can We Keep Kids Safe in a World Filled With Risks?
357(1)
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners
358(1)
The World of Nonprofits
359(1)
Fund-Raising, Development, and Recruiting
359(1)
Job Growth in Public Relations
359(1)
Nongovernmental Organizations 36o
PR Personality: A Career in Service to Others
361(1)
Facebook "Friends" Nonprofits
361(1)
The Good
362(1)
The Bad
362(1)
Health Communication
362(1)
Health Communications in Organizations
362(1)
Health Communication Public Relations Agencies
363(4)
Insights: Health-Care Public Relations: A Higher Calling
364(1)
Health Communication Strategies
365(1)
Social Responsibility In Action: One Woman Makes Her Mark
366(1)
Public Relations Support of Educational Institutions
367(1)
The Role of Public Relations in Higher Education
367(4)
Insights: Multicultural America, Multicultural Health-Care Public Relations
368(1)
Social Media Strategies
368(1)
Align Social Media Goals With Institutional Goals
369(1)
Match Platform(s) With Audience(s)
369(1)
Define Your Institution's Authentic Social Media Voice
369(1)
Audit the Institution's Social Media Profiles
369(1)
K-12 Education
370(1)
Public Relations in Grassroots Organizations
371(1)
Public Relations Tactics
371(3)
Social Responsibility In Action: It Gets Better
372(1)
Digital Adds Muscle: Women's March on Washington
373(1)
Scenario Outcome
374(1)
Wrap Up
375(1)
Think About It
375(1)
Write Like a Pro
375(1)
Social Responsibility Case Study: GlobalGiving: Crowdfunding Gives to People and Companies Around the World
375(2)
Social Responsibility Case Study: Two Bostonians Campaign to Stop the Olympics From Coming to Their Hometown
377(3)
Chapter 15 Public Affairs, Government Relations, and Political Communications
380(22)
Learning Objectives
380(2)
Scenario: Ebola on the Doorstep of America
381(1)
Public Affairs, Government Relations, and Political Communications
382(1)
An Overview of Public Affairs, Government Relations, and Political Communication
382(1)
Public Affairs
382(1)
Government Relations
383(1)
Political Communication
384(1)
Public Affairs in Relationship to Public Relations
384(1)
Why Does the Government Call It Public Affairs?
384(1)
Communications Spending Is Still an Ongoing Battle
385(1)
Crisis Management in Governmental Public Affairs
386(3)
Insights: The U.S. Department of Agriculture Confronts "Pink Slime": A Case of Transparency, Safety, Nutrition, and Outrage
387(1)
Military Public Affairs
387(1)
Insights: A Military Base Works to Repair Community Relations in Louisiana
388(1)
Government Relations and Lobbying
389(1)
When Government Relations Is Called Public Affairs
389(2)
Social Responsibility In Action: "Keep What You've Earned"
390(1)
Why Do They Call It Lobbying?
390(1)
Political Communication: Applying Public Relations Strategy to Campaigns and Elections
391(5)
Social Responsibility In Action: Humana's Campaign for a Healthy Mississippi
392(1)
Fundamental to Politics
392(1)
Game of Leapfrog
393(1)
Negative Versus Positive
393(1)
Social Media: 2016 and Beyond
394(1)
PR Personality: An Interview With Former White House Press Secretaries
395(1)
Scenario Outcome
396(1)
Wrap Up
397(1)
Key Terms
397(1)
Think About It
397(1)
Write Like a Pro
398(1)
Social Responsibility Case Study: CCPHA Serves Up the Bitter Truth About Sugary Drinks
398(1)
Social Responsibility Case Study: The First Ladies Health Initiative: Walgreens Supports HIV/AIDS Screenings in Urban Churches
399(3)
Chapter 16 International Public Relations and Public Diplomacy
402(25)
Learning Objectives
402(2)
Scenario: "Like a Girl"-Positive and Confident
403(1)
An Overview of Global Communications
404(1)
Storytelling and Global Public Relations
406(1)
The Halo Effect
407(1)
Crisis Considerations
408(2)
Social Responsibility In Action: Coca-Cola Creates Brand Loyalty Through Sustainability Efforts in India
409(1)
Cultural Intelligence
409(1)
CEO Activism and Global Public Relations/ Corporate
Social Responsibility
410(1)
Working Internationally to Develop Global Public Relations Skills
411(1)
Global Public Relations in Different Settings
412(1)
Corporate
412(1)
Nonprofits
412(5)
PR Personality: A Manager's Journal: Working Internationally for a Global Corporation
413(1)
Insights: Changing Perceptions of a Global Brand
414(2)
Government
416(1)
Public Diplomacy, Strategic Public Relations, and Social Responsibility
417(4)
Social Responsibility In Action: Creating Business Opportunities Through Sustainability
418(1)
Public Diplomacy and Public Relations
419(1)
Insights: How Is International Public Opinion Shaped?
420(1)
Scenario Outcome
421(1)
Wrap Up
422(1)
Key Terms
423(1)
Think About It
423(1)
Write Like a Pro
423(1)
Social Responsibility Case Study: Dell Women's Entrepreneurial Network Creates Opportunities for Women
424(1)
Social Responsibility Case Study: "Blue Corridor" Natural Gas Vehicle Rally
425(2)
Glossary 427(6)
References 433(15)
Index 448
Janis Teruggi Page draws from 20 years of executive experience managing strategic communications for regional and national media companies. She managed corporate, consumer, and media relations, creating programming partnerships with major TV networks, directing PR for national industry trade show events, and supervising new product launches. She is a member of PRSA and continues to serve clients through her consultancy, MediawerksPR.

An award-winning educator, Janis is a faculty member of the Department of Communication, University of Illinois at Chicago and a Fulbright Distinguished Chair scholar. She has developed and taught both undergraduate- and graduate-level PR courses that instruct principles, writing, cases, campaigns, corporate advocacy, issues management, sustainability, and visual communication.

Janis has produced more than 50 conference papers, book chapters, and refereed articles. Her work appears in the Journal of Public Interest Communication, the Journal of Public Relations Education, the Journal of Political Management, and the Handbook of Strategic Communication, among others. Janis is also coauthor of the 2021 textbook Visual Communication Insights and Strategies. She earned a PhD from Missouri School of Journalism in 2005.







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 Masters 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.