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Introduction to Strategic Public Relations
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Table of Contents

Preface Acknowledgments About the Authors SECTION 1: UNDERSTANDING PUBLIC RELATIONS UNIT 1: Public Relations' Role and Function in Society CHAPTER 1: Strategic Public Relations: A Constantly Evolving Discipline Learning Objectives 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? Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Allstate Purple Purse: Raising Awareness and Funds for Victims Social Responsibility Case Study: The Nature Conservancy: Connecting City Water Supplies With Nature CHAPTER 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Other Public Relations Pioneers Learning Objectives A History of Public Relations in the Modern Era Growth of the Public Relations Agency Origins, Definitions, and Driving Forces of Corporate Social Responsibility The Future of Public Relations Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Edward Bernays and Light's Golden Jubilee Social Responsibility Case Study: Johnson & Johnson's Tylenol Crisis CHAPTER 3: Ethics and Law in Public Relations Learning Objectives Ethics in Public Relations Stay Informed, Be Vigilant, Develop Personal Ethics How Does Law Affect Public Relations? Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Coca-Cola's Fight Against Obesity Social Responsibility Case Study: Burson-Marsteller's "Whisper Campaign" CHAPTER 4: Foundations of Public Relations: Research and Theory Learning Objectives How to Begin Primary Research Methods The Big Ideas Behind Public Relations Strategies Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Allstate Reality Rides (R) Combats Distractions With a Virtual Driving Simulator Social Responsibility Case Study: The Monster-Free Mouths Movement: AAPD Makes a Big Deal About the Importance of Little Teeth CHAPTER 5: Implementing Your Strategic Communications Plan Learning Objectives Foundations of Strategic Planning in Strategic Public Relations Objectives Programming Evaluation, Ongoing Research, and Stewardship Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: TuDinero con TD: Empowering the U.S. Hispanic Community Through Financial Education Social Responsibility Case Study: Be the Match: Inspiring the African American Community to Step Up and Save Lives SECTION 2: PRACTICING PUBLIC RELATIONS IN A SOCIALLY RESPONSIBLE WORLD UNIT 2: Public Relations Tactics CHAPTER 6: Public Relations Writing: Persuasive and Audience Focused Learning Objectives For a Public Relations Career, You Had Better Become a Good Writer Public Relations Writing Strategy and Style Generating Content: Public Relations Writing Essentials Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Whirlpool: Care CountsTM Social Responsibility Case Study: How Can Video Storytelling Support Social Responsibility Efforts CHAPTER 7: Media Relations in a Digital World Learning Objectives The State of the News Media Today Communications Theory and Media Relations Measuring News Coverage Global Media Relations Trends and Tactics Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Deepwater Wind: Launching America's First Offshore Wind Farm Social Responsibility Case Study: World Wildlife Fund's Campaign to Stop Wildlife Crime CHAPTER 8: Social Media and Emerging Technologies Learning Objectives Social Media The Value and Strategies of Social Media A Showcase of Public Relations Practices With Social Networks Evaluating Social Media and Looking to the Future Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: M&M'S Red Nose Day Raises Money for Children Living in Poverty Social Responsibility Case Study: Giving Tuesday: The Day the World Gave Back UNIT THREE: General Practice Areas CHAPTER 9: Corporate Social Responsibility and Community Relations Learning Objectives Social Responsibility and the Essential Role of Public Relations Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation Communicating Corporate Social Responsibility: Opportunities and Challenges Community Relations and Corporate Social Responsibility Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Comcast Cares Day Engages Employees, Their Families, Friends, and Community Social Responsibility Case Study: Dollywood Foundation Launches "My People Fund" Relief Effort CHAPTER 10: Employee Relations, Corporate Culture, and Social Responsibility Learning Objectives Employee Relations and Healthy Organizations Public Relations and Employee Engagement Communication Challenges and Opportunities Employee Relations and Corporate Social Responsibility Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: IBM's Corporate Service Corps Develops the Leaders of the Future Social Responsibility Case Study: Ben & Jerry's Ice Cream Gives Back to Vermont CHAPTER 11: Corporate Communication and Reputation Management Learning Objectives The Modern Corporation-Meeting the Challenge Core Competencies of Corporate Communications Corporate Communications and Corporate Social Responsibility Financial Communications, Media Relations, and Investor Relationships Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Hertz Hits the Road-Being a Good Neighbor in Florida Social Responsibility Case Study: Snap Inc- From Dad's Garage to a $33 Billion Initial Public Offering CHAPTER 12: Issues Management and Crisis Communication Learning Objectives Issues Management Crisis Communications Prepare for and Manage a Crisis Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Hertz Moves Its Corporate Headquarters Social Responsibility Case Study: Under Armour and the Sochi Winter Olympics: Protecting the Brand Against Unfair Criticism UNIT 4: Specialty Practice Areas CHAPTER 13: Sports, Tourism, and Entertainment Learning Objectives Opportunities and Challenges of Sports Public Relations Tourism-More Than Sightseeing Entertainment Public Relations-Publicity and Much More Entertainment Public Relations and Social Causes Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: #askMPLS Provides Virtual Concierges During Major League Baseball All-Star Week Social Responsibility Case Study: Stronger Than the Storm-Ribbon Cutting Marks Recovery From Superstorm Sandy CHAPTER 14: Nonprofit, Health, Education, and Grassroots Organizations Learning Objectives Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners Health Communication Public Relations Support of Educational Institutions Public Relations in Grassroots Organizations Scenario Outcome Wrap Up Think About It Write Like a Pro Social Responsibility Case Study: GlobalGiving: Crowdfunding Gives to People and Companies Around the World Social Responsibility Case Study: Two Bostonians Campaign to Stop the Olympics From Coming to Their Hometown CHAPTER 15: Public Affairs, Government Relations, and Political Communications Learning Objectives Public Affairs, Government Relations, and Political Communications Government Relations and Lobbying Political Communication: Applying Public Relations Strategy to Campaigns and Elections Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: CCPHA Serves Up the Bitter Truth About Sugary Drinks Social Responsibility Case Study: The First Ladies Health Initiative: Walgreens Supports HIV/AIDS Screenings in Urban Churches CHAPTER 16: International Public Relations and Public Diplomacy Learning Objectives An Overview of Global Communications Global Public Relations in Different Settings Public Diplomacy, Strategic Public Relations, and Social Responsibility Scenario Outcome Wrap Up Key Terms Think About It Write Like a Pro Social Responsibility Case Study: Dell Women's Entrepreneurial Network Creates Opportunities for Women Social Responsibility Case Study: "Blue Corridor" Natural Gas Vehicle Rally Glossary References Index

About the Author

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 IABC and continues to serve clients through her consultancy, MediawerksPR. Since earning a Ph.D. from Missouri School of Journalism in 2005, her faculty appointments have included the University of Florida, American University, and The George Washington University, where she is on the Strategic Public Relations faculty in the Graduate School of Political Management. In 2016 she was named Professor of the Year in GW's College of Professional Studies. She has developed and taught both undergraduate and graduate-level PR courses such as principles, writing, cases, campaigns, corporate advocacy, issues management, sustainability, theory, and visual communication. An active and award-winning scholar, she has produced more than 50 conference papers, book chapters, and refereed articles. Her work appears in the Journal of Political Management, the Handbook of Strategic Communication, and in edited volumes on PR and visual persuasion ethics. She has presented research at many national and global conferences. 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 in 2015, the George Washington University Master's in Strategic Public Relations, which he leads, was named Best PR Education program by PRWeek. He is an active member of PRSA, NIRI, and the Arthur W. Page Society. He offers the practical experience of more than 30 years of communications work in government, corporate, and agency settings and 10 years in academia as an associate professor and program director at The George Washington University. 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 training to corporations, nonprofits, and government organizations through his firm Parnell Communications. His research in CSR, PR, and public diplomacy has been presented at national and global conferences and published in Shaping International Public Opinion: A Model for Nation Branding and Public Diplomacy.

Reviews

"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
"It's 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 today's 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 book's 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 don't 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 boxes...should 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

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