Introduction to Public Relations Strategic Digital and Socially Responsible Communication 2nd Edition by Janis Teruggi Page, Lawrence J Parnell ISBN 9781544392028

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ISBN 10: 
ISBN 13: 9781544392028 
Author:  Janis Teruggi Page, Lawrence J Parnell

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 PowerPoint® slides. Learn more.

Introduction to Public Relations Strategic Digital and Socially Responsible Communication 2nd Table of contents:

Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline
Scenario: Orlando’s Big Thank You: An Integrated Communications Campaign to Revive Tourism
The Image of Public Relations in Popular Culture
Defining Public Relations: What’s in a Name?
A Crowdsourced Definition From the Public Relations Society of America
Public Relations Scholars Weigh In
Insights: What Is “Public Relations”?
Public Relations Versus Advertising: Understanding the Difference
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
Evolution of Corporate Philanthropy Into Corporate Social Responsibility
Growth of Public Relations Into a Global Industry
Social Media and Digital Communications Key to Growth
Global Public Relations Spending Trends
Emerging and Developing Nations
Roles and Functions for Public Relations Pros
Roles
Writer
Strategic Advisor
Marketing Communications Expert
Crisis Manager
The Public Relations Tool Kit
Media Relations
Employee Communications
Research and Strategic Planning
Social Media
Career Paths for Public Relations Professionals: Which Way Is Right for You?
Agency
PR Profile: How I Started and Built My Career
Corporate
Government
Nonprofit and/or Association Public Relations
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Case Study
Chapter 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Introducing Other Pioneers
Scenario: Belle Moskowitz: Pioneer and Innovator in Advocacy and Issues Management
A History of Public Relations in the Modern Era
Public Relations and Press Agentry: The Era of the 1800s
Railroads Drive Public Relations’ Development
Pioneers of Modern Public Relations
Ivy Lee
Edward L. Bernays
Arthur W. Page
PR Profile: Ofield Dukes
Other Innovators of Modern Public Relations
Growth of the Public Relations Agency Sector
Harold Burson
Daniel J. Edelman
John W. Hill
Insights: African American and Women Pioneers in the Agency Field
Public Relations Comes of Age
Social Responsibility in Action: PR News Award for Best Corporate Social Responsibility Annual Report—Viacom
Public Relations’ Focus Differs by Organization
The Future of Public Relations
Growth and Impact of Digital Media
Increased Emphasis on Measurement and Return on Investment (ROI)
Integration of Public Relations and Marketing
Intersection of Public Relations and Corporate Social Responsibility
Improve Diversity and Inclusion
Globalization
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Case Study
Chapter 3: Ethics and Law in Public Relations
Scenario: Good Works Upended by U.S. Border Policy
Ethics in Public Relations
Public Relations Mix-Ups and Ethical Deficits
Contemporary Public Relations Serves the Public Good
What Ethical Guidelines Should Be Used in Public Relations?
How to Apply Utilitarianism
How to Apply Absolutism
How to Apply Virtue Ethics
Insights: A Personal Framework for Ethical Reasoning in Public Relations
Stay Informed, Be Vigilant, Develop Professional and Personal Ethics
Professional Ethics
Personal Ethics
Social Responsibility Ethics
Visual Communication Ethics
PR Profile: Does Public Relations Mean Deception?
How Does Law Affect Public Relations?
Free Speech
Defamation
Insights: The Ethical Implications of Citizens United v. Federal Election Commission
Disclosure
Social Responsibility in Action: Nike and Sweatshop Labor
Copyright and Fair Use
Privacy
Working for the Law: Litigation Public Relations
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 4: Foundations of Public Relations: Research and Theory
Scenario: Farm Town Strong: Overcoming the Rural Opioid Epidemic
How to Begin
Research: First Step in the Public Relations Process
Organizational Background
Communications Analysis
Issue Analysis
Target Publics and Public Opinion
SWOT Analysis
Primary Research Methods
Insights: Research Ethics Do’s and Don’ts
Quantitative Methods
Survey
Insights: Survey Reveals Expectations of CSR Communication
Content Analysis
Digital Analytics
Qualitative Methods
Depth Interview
PR Profile: Ask, Answer, Recommend: Using Research to Understand Business Goals and Develop Innovative Public Relations Strategies
Focus Group
Participant Observation
The Big Ideas Behind Public Relations Strategies
The How and Why of Theory
Applying Theory in Public Relations
Media and Mass Communication
Agenda-Setting Theory
Framing Theory
Social Responsibility in Action: “Color, Way of Love” Beautifies, Repairs, and Improves Schools Across China
Two-Step Flow
Spiral of Silence
Diffusion of Innovations
Uses and Gratifications Theory
Persuasion
Elaboration Likelihood Model
Principles of Influence
Inoculation Theory
Management Models
Excellence Theory
Image Restoration Theory
Scenario Outcome
Primary Research
Planning
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 5: Strategic Communication Planning
Scenario: Creating Awareness of Skin Cancer Among African Americans
Foundations of Strategic Planning in Strategic Public Relations
Situation Analysis
Example
RPIE
Research
Planning
Implementation
Evaluation
Objectives
Informational Objectives
Example
Motivational Objectives
Example
Reputational Objectives
Example
PR Profile: How Public Relations Planning Drives Social Change
Programming
Target Audience
Strategy
Key Messages
Example
Insights: Social Responsibility Planning: A Competitive Advantage?
Tactics
Timetable and Budget
Evaluation, Research, and Measurement
Evaluation
Ongoing Research
Social Responsibility in Action: Moving From Charity to Strategic Philanthropy—SAP Leads the Way
Stewardship to Maintain Momentum
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Case Study
Chapter 6: Public Relations Writing: Persuasive and Audience Focused
Scenario: What Do Taylor Swift, Ben Harper, and Beatie Wolfe Have in Common?
For a Public Relations Career, You Had Better Become a Good Writer
Understanding Communication
Schramm’s Model of Mass Communication
Public Relations Writing Strategy and Style
Always Approach Writing Strategically
Recipe for Success
Insights: AP Style “Cheat Sheet”
The Curse of Knowledge
Beyond Strategy: Form
Generating Content: Public Relations Writing Essentials
That First Job
Social Responsibility in Action: Nespresso In South Sudan
The News Release
Inverted Pyramid
The Format, Step by Step
It’s Digital! And That’s Good
Multimedia News Releases
Writing for Social Media
Fact Sheet
Backgrounder
The One-on-One Pitch
News Features and Op-Eds
Features
Op-Eds
Media Kit
Speechwriting
PR PROFILE: I Love What Public Relations Is All About
Writing for Organizational Media and Digital Environments
Innovative Storytelling in CSR Reports
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 7: Media Relations in a Digital World
Scenario: Building Awareness for Aflac’s CSR and Philanthropy
The State of the News Media Today
Research on the Media
Current Practice of Media Relations
Monitor the Media for Best Results
Social Responsibility in Action: Hyundai Motors Introduces Drivers to the Future
PR Profile: Media Relations—It’s All About Building Relationships
Media Relations in Political Communications
Media Relations in Crisis Situations
Bloggers
Trade and Professional Media
Communications Theory and Media Relations
Gatekeeping
Agenda Setting
Framing
Measuring News Coverage
Advertising Value Equivalence
Impressions—Better, but Not Good Enough
Guidelines for Measuring Media Coverage Impact
Positive, Negative, and Neutral Analysis and Key Message Visibility
Message Testing
Global Media Relations Trends and Tactics
Insights: Effective Global Public Relations Requires Specific Knowledge and Strategy
Excellence Theory and Global Applications
Ethical Standards in Global Media Relations
Scenario Outcome
Execution
Results
CES Show—Launch
Executive Visibility—CSR-Related
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 8: Social Media and Emerging Technologies
Scenario: Owning a VW Is Like Being in Love
Social Media
Historical Context
Social and Emerging Media Use
The Value and Strategies of Social Media
Social Network Theory
PR Embraces Digital and Social Media
Driver of Public Relations Growth
Media Relations
Social Influencers
Crisis Situations and Risk Management
Insights: Vaccines: Social Media and Misinformation
Using Social Media to Build Credibility
Corporate Social Responsibility
PR Profile: Why a Communications Campaign Is Only as Good as Its Social Media Strategy
A Showcase of Digital and Social Media PR Practices
Industry News Sources
Facebook
Instagram
How Can a Small Brand Use Social Media to Grow?
Twitter
TikTok
Apps
LinkedIn
Social Responsibility in Action: #RepresentLove
YouTube and Second Screens
Podcasts
Augmented Reality
Interactive Microsites
Evaluating Social Media and Looking to the Future
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Case Study
Chapter 9: Corporate Social Responsibility and Community Relations
Scenario: How Do Smaller U.S. Businesses Practice and Communicate Their Corporate Social Responsibility?
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
Origins and Driving Forces of Corporate Social Responsibility
1900s to 1950s
1960s and 1970s
1980s and 1990s
21st Century
Social Responsibility Is Foundational in Public Relations Today
Ever-Changing Demands of Stakeholders
Who Is a Stakeholder?
Prioritizing Stakeholders
Strategic Benefits of Social Responsibility
Six Practice Areas of Corporate Social Responsibility
Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation
Insights: The New Heroes: Social Entrepreneurs
Key Building Blocks of Corporate Social Responsibility
More Corporate Social Responsibility Building Blocks
Positive Impact on Reputation
Lesson From the Leader: Take a Stand
Corporate Social Responsibility Communication Is Essential
CEOs Take Stances on Social Issues
Communicating Corporate Social Responsibility: Opportunities and Challenges
PR Profile: The Art of Being More in a World of Change
Communicating CSR
Best Practices in Corporate Social Responsibility Communications
A Good Starting Point
How to Talk “Corporate Social Responsibility”
The Beauty of Creative Annual Reports
Community Relations and Corporate Social Responsibility
Earning Trust
An Intimate Look at Community Relations
Businesses Earn Trust as Good Citizens
Public Relations With Diverse Communities
Latinos in the United States: One in Four by 2045
Asian American Community: Breaking the Silence
African Americans: Talking About Sickle Cell
Social Responsibility in Action: Ending the Need for “The Talk”
Profiles of Community Corporate Social Responsibility Successes and Challenges
Target
H&M
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
Scenario: How Can You Inspire 100,000 Employees to Talk About Your Brand?
Employee Relations and Healthy Organizations
Internal Communication
Corporate Culture
Leadership
Public Relations and Employee Engagement
Insights: NBA Legends Find Their Voice
Public Relations Supports Five Characteristics of a Healthy Organization
Effective Sharing of Goals
Teamwork
High Employee Morale
Adapts to Risks, Opportunities, and Changes
Defined Policies and Structure
Traits a Corporate Culture Should Exhibit
Constructive Relationships
Empowerment
Morality and Honesty
Diversity
Employee Advocacy
Mergers and Acquisitions
A Growing Trend
Yoga Rooms Versus Boardrooms
M&As Can Often Disappoint
Public Relations Strategy
Communication Challenges and Opportunities
Need for Organizational Clarity
Social Responsibility in Action: HP “Reinvents Minds” to Nurture Diversity
Public Relations Communication Tactics
Intranet
Video Storytelling
Employee Programs
Evaluating Employee Communication
Employee Relations and Corporate Social Responsibility
PR Profile: Why Simplicity Is Beautiful in Employee Communication Strategy
Corporate Social Responsibility Aids Employee Recruitment and Retention
Examples of Excellence
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 11: Corporate Communication and Reputation Management
Scenario: The Starbucks “Race Together” Campaign
The Modern Corporation: Meeting the Challenge
Companies Are Multifaceted Organizations
The Issue of Trust
Critical Role for Corporate Public Relations
Communication’s Place in the Company
Core Competencies of Corporate Communications
Corporate Media Relations
Digital Media Relations
A 24-Hour-a-Day Job
Fundamental Practices Remain
On the Job in Media Relations
Crisis Media Relations
Corporate Branding and Reputation
Special Events and Sponsorships
Insights: Corporate Branding
PR Profile: Authenticity Is Key to Engaging LGBTQ Audiences
Internal Communications
Social Responsibility in Action: Booz Allen Hamilton’s 100th Anniversary Campaign: Celebrating a Tradition of Community Service and Market Leadership
Corporate Communications and Corporate Social Responsibility
Financial Communications, Media Relations, and Investor Relationships
Financial Communications
Going Public
Business, Financial, and Consumer Media
Investor Relations
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 12: Issues Management and Crisis Communication
Scenario: Hurricane Maria Devastates Puerto Rico (2017): Changing Perceptions to Encourage Tourism and Boost the Economy
Issues Management
The Benefits of Issues Management
Issue Life Cycle
Crisis Communications
The Organizational Crisis
Problem Versus a Crisis
Product Crisis
PR Profile: Emotional Intelligence and Ethics: Keys to Crisis Management
Social Responsibility in Action: Samsung Employees Participate in a Nationwide Day of Service
Litigation Crisis
Preparing for and Managing a Crisis
Insights: Communications Theory and Crisis Management
Crisis Plan Development
Prepare a Crisis Checklist
Crisis Stage
Crisis Recovery
Crisis and Social Media
Examples
Volume, Velocity, and Variety
Scenario Outcome
Results
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 13: Sports, Tourism, and Entertainment
Scenario: A Tweet Creates a Crisis for the NBA
Opportunities and Challenges of Sports Public Relations
Public Relations Plays a Strategic Part in Sports
Social Media’s Winning Game
Public Relations Careers for Sports Lovers
Publicizing the Good, Dealing With the Bad
The Right Way to Handle Wrongs
Social Responsibility in Action: Being Good Sports: How Athletes and Teams Give Back to Their Community
What’s in a Name?
Corporations Name Stadiums
Huge Investments of Millions Each Year
Public Relations Values and Risks
Tourism: More Than Sightseeing
The Role of Public Relations
Public Relations Plan for a Music Festival
Threats and Crises
Most Unforeseen, Few Preventable
Insights: ECOTOURS and Outdoor Leadership
Spotlight on Mexico
Small-Town Festivals Draw Big Crowds
Midwestern Traditions
Good Training Grounds for Public Relations
Entertainment Public Relations: Publicity and Much More
Publicists and Celebrities
The Broader Field
PR Profile: Pro Basketball’s Dedication to Community
Foundations and Corporations
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Sports Innovation Case Study
Chapter 14: Nonprofit, Health, Education, and Grassroots Organizations
Scenario: How Can We Keep Kids Safe in a World Filled With Risks?
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners
The World of Nonprofits
A Healthy Field With Its PR Challenges
Fundraising, Development, and Recruiting
Nongovernmental Organizations
Nonprofits’ Use of Social Media
What You Say Versus How You Say It
Social Responsibility in Action: 50th Anniversary of the Stonewall Uprising
Health Communication
Health Communications in Organizations
Health Communication Public Relations Agencies
A WINNING CAMPAIGN FOR GCI: HealthiHer Minds, Bodies, Careers
PR Profile: Health Care Public Relations: A Higher Calling
Health Communication Strategies
Public Relations Support of Educational Institutions
The Role of Public Relations in Higher Education
Social Media Strategies
Align Social Media Goals With Institutional Goals
Match Platform(s) With Audience(s)
Define Your Institution’s Authentic Social Media Voice
Audit the Institution’s Social Media Profiles
K–12 Education
Multicultural Public Relations and Education
HP’s Reinvent Mindsets
Partnership With HBCUs
Public Relations in Grassroots Organizations
Public Relations Tactics
Sometimes, It Just Takes Two
Two Women’s Facebook Posts Inspire Half a Million
Insights: Activism Is Now the New Normal
Two Bostonians Stop the Olympics
Two Partners Spark a Movement
Scenario Outcome
FedEx
GM
Johnson & Johnson
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 15: Public Affairs, Government Relations, and Political Communications
Scenario: Ebola on the Doorstep of America
Public Affairs, Government Relations, and Political Communications
An Overview of Public Affairs, Government Relations, and Political Communication
Public Affairs
Government Relations
Political Communication
Public Affairs as Compared to Public Relations
Why Does the Government Call It Public Affairs?
Crisis Management in Governmental Public Affairs
Military Public Affairs
Government Relations and Lobbying
Government Relations and Public Affairs
Why Is It Called Lobbying?
Applying Public Relations Strategy to Campaigns and Elections
Social Responsibility in Action: Humana’s Campaign for a Healthy Mississippi
Fundamental to Politics
Game of Leapfrog
Negative Versus Positive
Insights: Ringmasters of Political Communications
The Changing Role of the Press Secretary
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Chapter 16: Global Public Relations and Public Diplomacy
SCENARIO: “Like a Girl”: Positive and Confident
An Overview of Global Communications
Storytelling and Global Public Relations
The Halo Effect
Crisis Considerations
Social Responsibility in Action: Coca-Cola Creates Brand Loyalty Through Sustainability Efforts in India
Cultural Intelligence
CEO Activism and Global Public Relations/Corporate Social Responsibility
Working Internationally to Develop Global Public Relations Skills
Global Public Relations in Different Settings
Corporate
PR Profile: A Manager’s Journal: Working Internationally for a Global Corporation
Nonprofits
Insights: Changing Perceptions of a Global Brand
Government
Public Diplomacy, Strategic Public Relations, and Social Responsibility
Public Diplomacy and Public Relations
Scenario Outcome
Wrap Up
Key Terms
Think About It
Write Like a Pro
Social Responsibility Case Study
Glossary

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