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

Third Edition
Available with:
Learning platform
January 2025 | SAGE Publications, Inc
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Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations, examining its current practices and future directions. In response to the dynamic shifts in technology, business, and culture, authors Janis T. Page and Lawrence J. Parnell illustrate how today’s PR professionals craft persuasive messages using modern technologies while working in line with the industry's foundations. The text skillfully balances this approach by delving into communication theory, history, processes, and practices, demonstrating how these elements can be integrated into strategic public relations planning. Page and Parnell guide students toward becoming socially responsible communicators, where fostering trust and respect with diverse communities is valued over creating the next viral campaign. The Third Edition responds to the rising focus on social responsibility, sustainability, CEO and investor activism, and consumer demand for ethical brands, and addresses these changes with updated content, including new features, recent examples, case studies, and chapter-opening scenarios.
 
Preface
 
Acknowledgments
 
About The Authors
 
Chapter 1: Public Relations: A Strategic, Evolving Discipline
Public Relations: Perception Versus Reality

 
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?

 
Wrap Up

 
Chapter Summary

 
 
Chapter 2: The History of Modern Public Relations
A History of Public Relations in the Modern Era

 
Growth of The Public Relations Agency Sector

 
The Future of Public Relations

 
Wrap Up

 
Chapter Summary

 
 
Chapter 3: Corporate Social Responsibility and Environmental Sustainability
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

 
Wrap Up

 
Chapter Summary

 
 
Chapter 4: 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?

 
Wrap Up

 
Chapter Summary

 
 
Chapter 5: Foundations of Public Relations: Research and Theory
Research: The First Step in the PR Process

 
Primary Research Methods

 
Media and Mass Communication Theory: The Big Ideas Behind Public Relations Strategies

 
More Big Ideas: Persuasion and Management Theories

 
Wrap Up

 
Chapter Summary

 
 
Chapter 6: Strategic Communication Planning
Foundations of Strategic Planning in Public Relations

 
Objectives

 
Programming

 
Evaluation, Research, and Measurement

 
Wrap Up

 
Chapter Summary

 
 
Chapter 7: 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

 
Long-Form PR Writing

 
Wrap Up

 
Chapter Summary

 
 
Chapter 8: Digital and Social Media
Social Media

 
The Value and Strategies of Social Media

 
The Value and Strategies of Social Media

 
Evaluating Online Presence and Looking to the Future

 
Wrap Up

 
Chapter Summary

 
 
Chapter 9: Media Relations in a Digital World
The State of the News Media Today

 
Current Practice of Media Relations

 
Communications Theory and Media Relations

 
Measuring News Coverage

 
Global Media Relations Trends and Tactics

 
Wrap Up

 
Chapter Summary

 
 
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

 
Wrap Up

 
Chapter Summary

 
 
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 Relations

 
Wrap Up

 
Chapter Summary

 
 
Chapter 12: Issues Management and Crisis Communication
Issues Management

 
Crisis Communications

 
Preparing For and Managing a Crisis

 
Wrap Up

 
Chapter Summary

 
 
Chapter 13: Nonprofit and Health Communication
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners

 
Public Relations in Nonprofit Advocacy Organizations

 
Health Communication

 
Health Communication Lessons From the Pandemic

 
Wrap Up

 
Chapter Summary

 
 
Chapter 14: Public Affairs, Government Relations, and Political Communications
Understanding PR in a Government Setting

 
Public Affairs as Compared to Public Relations

 
Government Relations and Lobbying

 
Applying Public Relations Strategy to Campaigns and Elections

 
Wrap Up

 
Chapter Summary

 
 
Chapter 15: 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

 
Wrap Up

 
Chapter Summary

 
 
Chapter 16: Sports and Tourism
Opportunities and Challenges of Sports Public Relations

 
Being Good Sports: CSR in the Sports PR World

 
Tourism: More Than Sightseeing

 
Sustainability and Social Responsibility in Tourism PR

 
Wrap Up

 
Chapter Summary

 

Supplements

Instructor Resource Site
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LMS cartridge included with this title for use in Blackboard, Canvas, Brightspace by Desire2Learn (D2L), and Moodle

The LMS cartridge makes it easy to import this title’s instructor resources into your learning management system (LMS). These resources include:
  • Test banks
  • Editable chapter-specific PowerPoint® slides
  • Lecture notes
  • All tables and figures from the textbook
Don't use an LMS platform?

You can still access the online resources for this title via the password-protected Instructor Resource Site.

This book provides PR students with the fundamentals they will need to be successful in pursuing their degree and in developing their careers.

Chad Perry
University of Central Oklahoma

This is a strong introductory book that will cover the basics of all aspects of not only Public Relations but the classes we have that follow our introductory one. It prepares them for what's down the road in their studies.

Colleen Palmer
Carthage College

Easy to read, current, and engaging for students.

Allyn Leuders
Wayne State College
Key features
NEW TO THIS EDITION:
  • The new edition is available in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support.
    • Flashcards and note-taking tools help students better prepare for class.
    • NEW! Audiobook Player allows students to listen to text content, boosting comprehension and retention. It offers flexible, on-the-go access, engaging both reluctant readers and auditory learners, improving the overall reading experience.
    • The Offline Reading option in the Student Dashboard offers greater accessibility to Vantage's reading content, regardless of where students are or how strong their internet connection may be.
  • New chapter-opening scenarios, including BMO and Bank of the West’s corporate merger, responding to the opioid crisis in Washington, D.C., the strategy behind the NFL’s Washington Commanders' rebrand, Delta Airline's "Protected Together" campaign during COVID-19, and more.
  • New and updated analysis of social media, digital communication, and the emerging role of artificial intelligence (AI) in strategic communications.
  • Reorganized Table of Contents, including moving "Corporate Social Responsibility and Environmental Sustainability" up to Chapter 3.
  • Updated and current examples, including LEGO's CSR initiatives, Visa's "Visa Superpower: Security" campaign, corporate sponsors of the 2024 Paris Olympics, social media campaigns from companies like Megaworld Foundation, W Hotels, H&R Block, Motel 6, Walmart, and Comcast, and companies that demonstrate commitment to CSR and employee engagement like Wells Fargo, Hasbro, and Nvidia.
  • New PR Profiles of both young and senior practitioners provide tips and career guidance to students.
  • New case studies including Mastercard's TrueName campaign, Verizon's "9/12: The Untold Story of Reconnecting New York" immersive employees-only digital experience, and Orange County, CA's "United to End Homelessness" campaign.
KEY FEATURES:
  • Chapter-opening Scenarios frame chapter content and capture student attention by discussing current PR challenges. At the end of chapters, students explore various aspects of socially responsible communication to address the PR challenges.
  • Socially Responsible Case Studies in each chapter illustrate the key responsibilities of a modern PR 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 to highlight best practices and effective tactics, showing the link between sound PR strategies and meaningful social responsibility programs.
  • Insight boxes highlight important or unique topics in each chapter and can be used to spark classroom discussion.
  • PR Profiles inspire students with stories from PR veterans and rising stars such as the U.S. CEO of Burson-Marsteller, the Chief Communication Officer of the United Nations Foundation, and the Executive VP at Havas PR.
Vantage Reference: 
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