Introduction to Public Relations : Strategic, Digital, and Socially Responsible Communication (eBook)

Preface
Acknowlegments
About the Authors
Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline
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?
Chapter 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Introducing Other Pioneers
A History of Public Relations in the Modern Era
Growth of the Public Relations Agency Sector
The Future of Public Relations
Chapter 3: Ethics and Law in Public Relations
Ethics in Public Relations
Stay Informed, Be Vigilant, Develop Professional and Personal Ethics
How Does Law Affect Public Relations?
Chapter 4: Foundations of Public Relations: Research and Theory
How to Begin
Primary Research Methods
The Big Ideas Behind Public Relations Strategies
Scenario Outcome
Chapter 5: Strategic Communication Planning
Foundations of Strategic Planning in Strategic Public Relations
Objectives
Programming
Evaluation, Research, and Measurement
Chapter 6: Public Relations Writing: Persuasive and Audience Focused
For a Public Relations Career, You Had Better Become a Good Writer
Public Relations Writing Strategy and Style
Generating Content: Public Relations Writing Essentials
Chapter 7: Media Relations in a Digital World
The State of the News Media Today
Communications Theory and Media Relations
Measuring News Coverage
Global Media Relations Trends and Tactics
Chapter 8: Social Media and Emerging Technologies
Social Media
The Value and Strategies of Social Media
A Showcase of Digital and Social Media PR Practices
Evaluating Social Media and Looking to the Future
Chapter 9: Corporate Social Responsibility and Community Relations
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation
Communicating Corporate Social Responsibility: Opportunities and Challenges
Community Relations and Corporate Social Responsibility
Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
Employee Relations and Healthy Organizations
Public Relations and Employee Engagement
Communication Challenges and Opportunities
Employee Relations and Corporate Social Responsibility
Chapter 11: Corporate Communication and Reputation Management
The Modern Corporation: Meeting the Challenge
Core Competencies of Corporate Communications
Corporate Communications and Corporate Social Responsibility
Financial Communications, Media Relations, and Investor Relationships
Chapter 12: Issues Management and Crisis Communication
Issues Management
Crisis Communications
Preparing for and Managing a Crisis
Chapter 13: Sports, Tourism, and Entertainment
Opportunities and Challenges of Sports Public Relations
Tourism: More Than Sightseeing
Entertainment Public Relations: Publicity and Much More
Chapter 14: Nonprofit, Health, Education, and Grassroots Organizations
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners
Health Communication
Public Relations Support of Educational Institutions
Public Relations in Grassroots Organizations
Chapter 15: Public Affairs, Government Relations, and Political Communications
Public Affairs, Government Relations, and Political Communications
Government Relations and Lobbying
Applying Public Relations Strategy to Campaigns and Elections
Chapter 16: Global Public Relations and Public Diplomacy
An Overview of Global Communications
Global Public Relations in Different Settings
Public Diplomacy, Strategic Public Relations, and Social Responsibility
Glossary
References