Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communication

SAGE Publications
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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.

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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.

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Additional Information

Publisher
SAGE Publications
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Published on
Nov 30, 2017
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Pages
496
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ISBN
9781506358055
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Language
English
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Genres
Business & Economics / Public Relations
Language Arts & Disciplines / Communication Studies
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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Eligible for Family Library

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A Practical and Concise Introduction to Agency Life

The PR Agency Handbook guides you through the day-to-day operations of a professional PR firm and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world examples from the field as well as interviews with PR experts to help you bridge the critical gap between college and professional life. Throughout the book, you are introduced to many of the sub-fields of integrated communication practice, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). You will not develop a fundamental understanding of the different components found within an agency, but you will also gain an appreciation for the positive impact that excellent agency work can have on organizations.

Key Features:

Real-world examples from the field ensure that the practical concepts presented become concrete for you. Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide you with snapshots of the agency experience. A chapter dedicated to social media (Chapter 6) offers you a comprehensive look at how companies utilize these important platforms An introduction to the PESO and ROSTIR models shows you how to adapt your campaigns to meet the needs of today’s integrated agency environment. A chapter dedicated to tools and templates gives you exposure to real documents you will need in your career.
The Art of Public Speaking is a fantastic introduction to public speaking by the master of the art, Dale Carnegie. Public speaking is the process of speaking to a group of people in a structured, deliberate manner intended to inform, influence, or entertain the listeners. It is closely allied to "presenting", although the latter has more of a commercial connotation.

In public speaking, as in any form of communication, there are five basic elements, often expressed as "who is saying what to whom using what medium with what effects?" The purpose of public speaking can range from simply transmitting information, to motivating people to act, to simply telling a story. Good orators should be able to change the emotions of their listeners, not just inform them. Public speaking can also be considered a discourse community. Interpersonal communication and public speaking have several components that embrace such things as motivational speaking, leadership/personal development, business, customer service, large group communication, and mass communication. Public speaking can be a powerful tool to use for purposes such as motivation, influence, persuasion, informing, translation, or simply entertaining. A confident speaker is more likely to use this as excitement and create effective speech thus increasing their overall ethos.

Dale Breckenridge Carnegie (originally Carnagey until 1922 and possibly somewhat later) (November 24, 1888 – November 1, 1955) was an American writer, lecturer, and the developer of famous courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills. Born in poverty on a farm in Missouri, he was the author of How to Win Friends and Influence People (1936), a massive bestseller that remains popular today. He also wrote How to Stop Worrying and Start Living (1948), Lincoln the Unknown (1932), and several other books.

Perhaps one of Carnegie’s most successful marketing moves was to change the spelling of his last name from “Carnagey” to Carnegie, at a time when Andrew Carnegie (unrelated) was a widely revered and recognized name. By 1916, Dale was able to rent Carnegie Hall itself for a lecture to a packed house. Carnegie's first collection of his writings was Public Speaking: a Practical Course for Business Men (1926), later entitled Public Speaking and Influencing Men in Business (1932). His crowning achievement, however, was when Simon & Schuster published How to Win Friends and Influence People. The book was a bestseller from its debut in 1936, in its 17th printing within a few months. By the time of Carnegie's death, the book had sold five million copies in 31 languages, and there had been 450,000 graduates of his Dale Carnegie Institute. It has been stated in the book that he had critiqued over 150,000 speeches in his participation in the adult education movement of the time. During World War I he served in the U.S. Army.

One of the core ideas in his books is that it is possible to change other people's behavior by changing one's reaction to them.
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