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Cases in Public Relations Strategy
Cases in Public Relations Strategy, by Burton St. John III, Diana K. Martinelli, Robert S. Pritchard, and Cylor Spaulding, draws on original, real-world case studies to provide you with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, you will explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows you how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give you the knowledge and skills you need for success in the field.
Public Relations and the Corporate Persona
For much of the last century, large, predominantly US corporations used public relations to demonstrate that their missions resonated with dominant societal values. Through the construction and conveyance of the "corporate persona", they aimed to convince citizens that they share common aspirations - and moreover that their corporate "soul" works as a beneficent force in society. Through examining key examples from the last 80 years, this book argues that PR, through the corporate persona, works to create a sense of shared reality between the corporation and the average citizen. This has been instrumental in conveying, across generations, that the corporation is an affinitive corporate perso...
Pathways to Public Relations
Over the centuries, scholars have studied how individuals, institutions and groups have used various rhetorical stances to persuade others to pay attention to, believe in, and adopt a course of action. The emergence of public relations as an identifiable and discrete occupation in the early 20th century led scholars to describe this new iteration of persuasion as a unique, more systematized, and technical form of wielding influence, resulting in an overemphasis on practice, frequently couched within an American historical context. This volume responds to such approaches by expanding the framework for understanding public relations history, investigating broad, conceptual questions concerning the ways in which public relations rose as a practice and a field within different cultures and countries at different times in history. With its unique cultural and contextual emphasis, Pathways to Public Relations shifts the paradigm of public relations history away from traditional methodologies and assumptions, and provides a new and unique entry point into this complicated arena.
Public Relations and the Corporate Persona
Through examining key examples from the last 80 years, this book argues that PR, through the corporate persona, works to create a sense of shared reality between the corporation and the average citizen. This original and thought-provoking book not only critically analyses how PR and its role in the corporate persona works to solidify power, but also how that power might be used to further goals shared by the corporation and the individual. Scholars and advanced students of public relations, organizational communications and communication studies will find this book a challenging and illuminating read.
Public Journalism 2.0
Where does journalism fit in the media landscape of blogs, tweets, Facebook postings, YouTube videos, and literally billions of Web pages? Public Journalism 2.0 examines the ways that civic or public journalism is evolving, especially as audience-created content—sometimes referred to as citizen journalism or participatory journalism—becomes increasingly prominent in contemporary media. As the contributors to this edited volume demonstrate, the mere use of digital technologies is not the fundamental challenge of a new citizen-engaged journalism; rather, a depper understanding of how civic/public journalism can inform citizen-propelled initiatives is required. Through a mix of original res...
Communicating Climate Change
This edited collection focuses on theoretical and applied research-based observations concerning how experts, advocates, and institutions make climate change information accessible to different audiences. Communicating Climate Change concentrates on three key elements of climate change communication - access, relevance, and understandability - to provide an overview of how these aspects allow multiple groups of stakeholders to act on the climate-related information to build resilience. Featuring contributions from a wide range of scholars from across different disciplines, this book explores a multitude of different scenarios and communication methods, including social media; public opinion ...
Crisis Communication and Crisis Management
Crisis Communication and Crisis Management: An Ethical Approach is the only text on the market to provide students with the integration of ethical inquiry into the fundamentals of crisis communication.. Authors Burton St. John III and Yvette E. Pearson combine comprehensive coverage of the key skills, concepts, and theories of crisis communication with an extensive collection of contemporary case studies, giving students a strong understanding of the essential role that communicators play in moments of crisis. Students are encouraged to build upon their communication and ethical decision making skills using a variety of stakeholder inventories, hypothetical scenarios, discussion questions, and professional profiles. Students will also gain exposure to a mixture of discrete and ongoing crises, preparing them to manage both one-time crises and continuing crises.
News with a View
Modern mainstream journalism faces a very real disturbance of its foundational premise that credible news is gathered and articulated from an objective stance. This volume offers new examinations of how the traditional notion of objectivity is changing as professional journalists grapple with a rapidly evolving news terrain--one that has become increasingly crowded by those with no journalistic credentials. Examining historical antecedents, current dilemmas, international aspects, and theoretical considerations, contributors make the case that the journalist's impulse to hold onto objectivity, and to ignore the increasing subjectivities to which citizens are attuned, actually contributes to the news media's disconnect from today's news consumer. Revealing how traditional journalism needs to incorporate "post-objective" stances, these essays stimulate further thought and conversation about news with a view in both theory and practice.
The Global Foundations of Public Relations
The Global Foundations of Public Relations: Humanism, China and the West explores the growing humanistic turn in public relations processes and proposes that this has compelling parallels in the roots of Chinese philosophies. As the leader of growth and power across the Pacific Rim, public relations in China is not developing in isolation from the West, but via mutual accommodations and culturally complex interactions. By collecting cases and reflections on PR practices from both Chinese and Western scholars, the chapters propose that Chinese philosophies are playing a role in the development of modern Chinese PR practices, and – focusing less on the obvious differences and contracts – seek to highlight their spiritual, philosophical and political confluences. The conclusions drawn enhance and advance our understanding of public relations globally. This innovative work is of interest to educators and researchers in the fields of public relations, strategic communications, and public diplomacy.
Mr. Lee's Publicity Book
This book, newly discovered from the archives of his biographer, is Ivy Lee¿s only known full-length manuscript. Written in the mid-1920s, a time when the public relations field was first coming into its own, it is a guide not as much for the practitioner, but wisely, for a Jazz-Age public facing its first-ever bout of ¿information overload.¿ Lee advises the reader how to identify and cope with the seemingly relentless flow of messages¿emanating from radio, newsreels and other new media¿in order to separate out truth from reality, news from propaganda. He coaches the reader how to be a smart consumer of media, and shield himself from the newly emerging influence of motivational research...
