Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communication, Paperback, 1 Edition by Page, Janis Teruggi

Paperback: 1 Edition
9781506358031
1506358039

Publication Date: 2018-01-03
Publisher: SAGE Publications, Inc
Paperback : 496 pages
Edition: 1 Edition
Author: Page, Janis Teruggi
ISBN-10: 1506358039
ISBN-13: 9781506358031

Product Description Winner of the 2019 Textbook & Academic Authors Association’s The Most Promising New Textbook Award 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. Review "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 cha