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Test Bank for Introduction to Strategic Public Relations Digital, Global, and Socially Responsible Communication Janis Teruggi Page Lawrence J. Parnell
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Test Bank for Introduction to Strategic Public Relations Digital, Global, and Socially Responsible Communication, Janis Teruggi Page, Lawrence J. Parnell
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Product Details:
- ISBN-10 : 9781506358031
- ISBN-13 : 978-1506358031
- Author: Janis Teruggi Page, Lawrence J. Parnell
Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communicationprepares 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.
Table of Content:
- Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline
- Scenario: Orlando’s Big Thank You: An Integrated Communications Campaign to Revive Tourism
- The Image of Public Relations in Popular Culture
- Defining Public Relations: What’s in a Name?
- A Crowdsourced Definition From the Public Relations Society of America
- Public Relations Scholars Weigh In
- Insights: What Is “Public Relations”?
- Public Relations Versus Advertising: Understanding the Difference
- Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
- Evolution of Corporate Philanthropy Into Corporate Social Responsibility
- Growth of Public Relations Into a Global Industry
- Social Media and Digital Communications Key to Growth
- Global Public Relations Spending Trends
- Emerging and Developing Nations
- Roles and Functions for Public Relations Pros
- Roles
- Writer
- Strategic Advisor
- Marketing Communications Expert
- Crisis Manager
- The Public Relations Tool Kit
- Media Relations
- Employee Communications
- Research and Strategic Planning
- Social Media
- Career Paths for Public Relations Professionals: Which Way Is Right for You?
- Agency
- PR Profile: How I Started and Built My Career
- Corporate
- Government
- Nonprofit and/or Association Public Relations
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Case Study
- Chapter 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Introducing Other Pioneers
- Scenario: Belle Moskowitz: Pioneer and Innovator in Advocacy and Issues Management
- A History of Public Relations in the Modern Era
- Public Relations and Press Agentry: The Era of the 1800s
- Railroads Drive Public Relations’ Development
- Pioneers of Modern Public Relations
- Ivy Lee
- Edward L. Bernays
- Arthur W. Page
- PR Profile: Ofield Dukes
- Other Innovators of Modern Public Relations
- Growth of the Public Relations Agency Sector
- Harold Burson
- Daniel J. Edelman
- John W. Hill
- Insights: African American and Women Pioneers in the Agency Field
- Public Relations Comes of Age
- Social Responsibility in Action: PR News Award for Best Corporate Social Responsibility Annual Report—Viacom
- Public Relations’ Focus Differs by Organization
- The Future of Public Relations
- Growth and Impact of Digital Media
- Increased Emphasis on Measurement and Return on Investment (ROI)
- Integration of Public Relations and Marketing
- Intersection of Public Relations and Corporate Social Responsibility
- Improve Diversity and Inclusion
- Globalization
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Case Study
- Chapter 3: Ethics and Law in Public Relations
- Scenario: Good Works Upended by U.S. Border Policy
- Ethics in Public Relations
- Public Relations Mix-Ups and Ethical Deficits
- Contemporary Public Relations Serves the Public Good
- What Ethical Guidelines Should Be Used in Public Relations?
- How to Apply Utilitarianism
- How to Apply Absolutism
- How to Apply Virtue Ethics
- Insights: A Personal Framework for Ethical Reasoning in Public Relations
- Stay Informed, Be Vigilant, Develop Professional and Personal Ethics
- Professional Ethics
- Personal Ethics
- Social Responsibility Ethics
- Visual Communication Ethics
- PR Profile: Does Public Relations Mean Deception?
- How Does Law Affect Public Relations?
- Free Speech
- Defamation
- Insights: The Ethical Implications of Citizens United v. Federal Election Commission
- Disclosure
- Social Responsibility in Action: Nike and Sweatshop Labor
- Copyright and Fair Use
- Privacy
- Working for the Law: Litigation Public Relations
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 4: Foundations of Public Relations: Research and Theory
- Scenario: Farm Town Strong: Overcoming the Rural Opioid Epidemic
- How to Begin
- Research: First Step in the Public Relations Process
- Organizational Background
- Communications Analysis
- Issue Analysis
- Target Publics and Public Opinion
- SWOT Analysis
- Primary Research Methods
- Insights: Research Ethics Do’s and Don’ts
- Quantitative Methods
- Survey
- Insights: Survey Reveals Expectations of CSR Communication
- Content Analysis
- Digital Analytics
- Qualitative Methods
- Depth Interview
- PR Profile: Ask, Answer, Recommend: Using Research to Understand Business Goals and Develop Innovative Public Relations Strategies
- Focus Group
- Participant Observation
- The Big Ideas Behind Public Relations Strategies
- The How and Why of Theory
- Applying Theory in Public Relations
- Media and Mass Communication
- Agenda-Setting Theory
- Framing Theory
- Social Responsibility in Action: “Color, Way of Love” Beautifies, Repairs, and Improves Schools Across China
- Two-Step Flow
- Spiral of Silence
- Diffusion of Innovations
- Uses and Gratifications Theory
- Persuasion
- Elaboration Likelihood Model
- Principles of Influence
- Inoculation Theory
- Management Models
- Excellence Theory
- Image Restoration Theory
- Scenario Outcome
- Primary Research
- Planning
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 5: Strategic Communication Planning
- Scenario: Creating Awareness of Skin Cancer Among African Americans
- Foundations of Strategic Planning in Strategic Public Relations
- Situation Analysis
- Example
- RPIE
- Research
- Planning
- Implementation
- Evaluation
- Objectives
- Informational Objectives
- Example
- Motivational Objectives
- Example
- Reputational Objectives
- Example
- PR Profile: How Public Relations Planning Drives Social Change
- Programming
- Target Audience
- Strategy
- Key Messages
- Example
- Insights: Social Responsibility Planning: A Competitive Advantage?
- Tactics
- Timetable and Budget
- Evaluation, Research, and Measurement
- Evaluation
- Ongoing Research
- Social Responsibility in Action: Moving From Charity to Strategic Philanthropy—SAP Leads the Way
- Stewardship to Maintain Momentum
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Case Study
- Chapter 6: Public Relations Writing: Persuasive and Audience Focused
- Scenario: What Do Taylor Swift, Ben Harper, and Beatie Wolfe Have in Common?
- For a Public Relations Career, You Had Better Become a Good Writer
- Understanding Communication
- Schramm’s Model of Mass Communication
- Public Relations Writing Strategy and Style
- Always Approach Writing Strategically
- Recipe for Success
- Insights: AP Style “Cheat Sheet”
- The Curse of Knowledge
- Beyond Strategy: Form
- Generating Content: Public Relations Writing Essentials
- That First Job
- Social Responsibility in Action: Nespresso In South Sudan
- The News Release
- Inverted Pyramid
- The Format, Step by Step
- It’s Digital! And That’s Good
- Multimedia News Releases
- Writing for Social Media
- Fact Sheet
- Backgrounder
- The One-on-One Pitch
- News Features and Op-Eds
- Features
- Op-Eds
- Media Kit
- Speechwriting
- PR PROFILE: I Love What Public Relations Is All About
- Writing for Organizational Media and Digital Environments
- Innovative Storytelling in CSR Reports
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 7: Media Relations in a Digital World
- Scenario: Building Awareness for Aflac’s CSR and Philanthropy
- The State of the News Media Today
- Research on the Media
- Current Practice of Media Relations
- Monitor the Media for Best Results
- Social Responsibility in Action: Hyundai Motors Introduces Drivers to the Future
- PR Profile: Media Relations—It’s All About Building Relationships
- Media Relations in Political Communications
- Media Relations in Crisis Situations
- Bloggers
- Trade and Professional Media
- Communications Theory and Media Relations
- Gatekeeping
- Agenda Setting
- Framing
- Measuring News Coverage
- Advertising Value Equivalence
- Impressions—Better, but Not Good Enough
- Guidelines for Measuring Media Coverage Impact
- Positive, Negative, and Neutral Analysis and Key Message Visibility
- Message Testing
- Global Media Relations Trends and Tactics
- Insights: Effective Global Public Relations Requires Specific Knowledge and Strategy
- Excellence Theory and Global Applications
- Ethical Standards in Global Media Relations
- Scenario Outcome
- Execution
- Results
- CES Show—Launch
- Executive Visibility—CSR-Related
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 8: Social Media and Emerging Technologies
- Scenario: Owning a VW Is Like Being in Love
- Social Media
- Historical Context
- Social and Emerging Media Use
- The Value and Strategies of Social Media
- Social Network Theory
- PR Embraces Digital and Social Media
- Driver of Public Relations Growth
- Media Relations
- Social Influencers
- Crisis Situations and Risk Management
- Insights: Vaccines: Social Media and Misinformation
- Using Social Media to Build Credibility
- Corporate Social Responsibility
- PR Profile: Why a Communications Campaign Is Only as Good as Its Social Media Strategy
- A Showcase of Digital and Social Media PR Practices
- Industry News Sources
- How Can a Small Brand Use Social Media to Grow?
- TikTok
- Apps
- Social Responsibility in Action: #RepresentLove
- YouTube and Second Screens
- Podcasts
- Augmented Reality
- Interactive Microsites
- Evaluating Social Media and Looking to the Future
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Case Study
- Chapter 9: Corporate Social Responsibility and Community Relations
- Scenario: How Do Smaller U.S. Businesses Practice and Communicate Their Corporate Social Responsibility?
- Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
- Origins and Driving Forces of Corporate Social Responsibility
- 1900s to 1950s
- 1960s and 1970s
- 1980s and 1990s
- 21st Century
- Social Responsibility Is Foundational in Public Relations Today
- Ever-Changing Demands of Stakeholders
- Who Is a Stakeholder?
- Prioritizing Stakeholders
- Strategic Benefits of Social Responsibility
- Six Practice Areas of Corporate Social Responsibility
- Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation
- Insights: The New Heroes: Social Entrepreneurs
- Key Building Blocks of Corporate Social Responsibility
- More Corporate Social Responsibility Building Blocks
- Positive Impact on Reputation
- Lesson From the Leader: Take a Stand
- Corporate Social Responsibility Communication Is Essential
- CEOs Take Stances on Social Issues
- Communicating Corporate Social Responsibility: Opportunities and Challenges
- PR Profile: The Art of Being More in a World of Change
- Communicating CSR
- Best Practices in Corporate Social Responsibility Communications
- A Good Starting Point
- How to Talk “Corporate Social Responsibility”
- The Beauty of Creative Annual Reports
- Community Relations and Corporate Social Responsibility
- Earning Trust
- An Intimate Look at Community Relations
- Businesses Earn Trust as Good Citizens
- Public Relations With Diverse Communities
- Latinos in the United States: One in Four by 2045
- Asian American Community: Breaking the Silence
- African Americans: Talking About Sickle Cell
- Social Responsibility in Action: Ending the Need for “The Talk”
- Profiles of Community Corporate Social Responsibility Successes and Challenges
- Target
- H&M
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
- Scenario: How Can You Inspire 100,000 Employees to Talk About Your Brand?
- Employee Relations and Healthy Organizations
- Internal Communication
- Corporate Culture
- Leadership
- Public Relations and Employee Engagement
- Insights: NBA Legends Find Their Voice
- Public Relations Supports Five Characteristics of a Healthy Organization
- Effective Sharing of Goals
- Teamwork
- High Employee Morale
- Adapts to Risks, Opportunities, and Changes
- Defined Policies and Structure
- Traits a Corporate Culture Should Exhibit
- Constructive Relationships
- Empowerment
- Morality and Honesty
- Diversity
- Employee Advocacy
- Mergers and Acquisitions
- A Growing Trend
- Yoga Rooms Versus Boardrooms
- M&As Can Often Disappoint
- Public Relations Strategy
- Communication Challenges and Opportunities
- Need for Organizational Clarity
- Social Responsibility in Action: HP “Reinvents Minds” to Nurture Diversity
- Public Relations Communication Tactics
- Intranet
- Video Storytelling
- Employee Programs
- Evaluating Employee Communication
- Employee Relations and Corporate Social Responsibility
- PR Profile: Why Simplicity Is Beautiful in Employee Communication Strategy
- Corporate Social Responsibility Aids Employee Recruitment and Retention
- Examples of Excellence
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 11: Corporate Communication and Reputation Management
- Scenario: The Starbucks “Race Together” Campaign
- The Modern Corporation: Meeting the Challenge
- Companies Are Multifaceted Organizations
- The Issue of Trust
- Critical Role for Corporate Public Relations
- Communication’s Place in the Company
- Core Competencies of Corporate Communications
- Corporate Media Relations
- Digital Media Relations
- A 24-Hour-a-Day Job
- Fundamental Practices Remain
- On the Job in Media Relations
- Crisis Media Relations
- Corporate Branding and Reputation
- Special Events and Sponsorships
- Insights: Corporate Branding
- PR Profile: Authenticity Is Key to Engaging LGBTQ Audiences
- Internal Communications
- Social Responsibility in Action: Booz Allen Hamilton’s 100th Anniversary Campaign: Celebrating a Tradition of Community Service and Market Leadership
- Corporate Communications and Corporate Social Responsibility
- Financial Communications, Media Relations, and Investor Relationships
- Financial Communications
- Going Public
- Business, Financial, and Consumer Media
- Investor Relations
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 12: Issues Management and Crisis Communication
- Scenario: Hurricane Maria Devastates Puerto Rico (2017): Changing Perceptions to Encourage Tourism and Boost the Economy
- Issues Management
- The Benefits of Issues Management
- Issue Life Cycle
- Crisis Communications
- The Organizational Crisis
- Problem Versus a Crisis
- Product Crisis
- PR Profile: Emotional Intelligence and Ethics: Keys to Crisis Management
- Social Responsibility in Action: Samsung Employees Participate in a Nationwide Day of Service
- Litigation Crisis
- Preparing for and Managing a Crisis
- Insights: Communications Theory and Crisis Management
- Crisis Plan Development
- Prepare a Crisis Checklist
- Crisis Stage
- Crisis Recovery
- Crisis and Social Media
- Examples
- Volume, Velocity, and Variety
- Scenario Outcome
- Results
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 13: Sports, Tourism, and Entertainment
- Scenario: A Tweet Creates a Crisis for the NBA
- Opportunities and Challenges of Sports Public Relations
- Public Relations Plays a Strategic Part in Sports
- Social Media’s Winning Game
- Public Relations Careers for Sports Lovers
- Publicizing the Good, Dealing With the Bad
- The Right Way to Handle Wrongs
- Social Responsibility in Action: Being Good Sports: How Athletes and Teams Give Back to Their Community
- What’s in a Name?
- Corporations Name Stadiums
- Huge Investments of Millions Each Year
- Public Relations Values and Risks
- Tourism: More Than Sightseeing
- The Role of Public Relations
- Public Relations Plan for a Music Festival
- Threats and Crises
- Most Unforeseen, Few Preventable
- Insights: ECOTOURS and Outdoor Leadership
- Spotlight on Mexico
- Small-Town Festivals Draw Big Crowds
- Midwestern Traditions
- Good Training Grounds for Public Relations
- Entertainment Public Relations: Publicity and Much More
- Publicists and Celebrities
- The Broader Field
- PR Profile: Pro Basketball’s Dedication to Community
- Foundations and Corporations
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Sports Innovation Case Study
- Chapter 14: Nonprofit, Health, Education, and Grassroots Organizations
- Scenario: How Can We Keep Kids Safe in a World Filled With Risks?
- Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners
- The World of Nonprofits
- A Healthy Field With Its PR Challenges
- Fundraising, Development, and Recruiting
- Nongovernmental Organizations
- Nonprofits’ Use of Social Media
- What You Say Versus How You Say It
- Social Responsibility in Action: 50th Anniversary of the Stonewall Uprising
- Health Communication
- Health Communications in Organizations
- Health Communication Public Relations Agencies
- A WINNING CAMPAIGN FOR GCI: HealthiHer Minds, Bodies, Careers
- PR Profile: Health Care Public Relations: A Higher Calling
- Health Communication Strategies
- Public Relations Support of Educational Institutions
- The Role of Public Relations in Higher Education
- Social Media Strategies
- Align Social Media Goals With Institutional Goals
- Match Platform(s) With Audience(s)
- Define Your Institution’s Authentic Social Media Voice
- Audit the Institution’s Social Media Profiles
- K–12 Education
- Multicultural Public Relations and Education
- HP’s Reinvent Mindsets
- Partnership With HBCUs
- Public Relations in Grassroots Organizations
- Public Relations Tactics
- Sometimes, It Just Takes Two
- Two Women’s Facebook Posts Inspire Half a Million
- Insights: Activism Is Now the New Normal
- Two Bostonians Stop the Olympics
- Two Partners Spark a Movement
- Scenario Outcome
- FedEx
- GM
- Johnson & Johnson
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 15: Public Affairs, Government Relations, and Political Communications
- Scenario: Ebola on the Doorstep of America
- Public Affairs, Government Relations, and Political Communications
- An Overview of Public Affairs, Government Relations, and Political Communication
- Public Affairs
- Government Relations
- Political Communication
- Public Affairs as Compared to Public Relations
- Why Does the Government Call It Public Affairs?
- Crisis Management in Governmental Public Affairs
- Military Public Affairs
- Government Relations and Lobbying
- Government Relations and Public Affairs
- Why Is It Called Lobbying?
- Applying Public Relations Strategy to Campaigns and Elections
- Social Responsibility in Action: Humana’s Campaign for a Healthy Mississippi
- Fundamental to Politics
- Game of Leapfrog
- Negative Versus Positive
- Insights: Ringmasters of Political Communications
- The Changing Role of the Press Secretary
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Chapter 16: Global Public Relations and Public Diplomacy
- SCENARIO: “Like a Girl”: Positive and Confident
- An Overview of Global Communications
- Storytelling and Global Public Relations
- The Halo Effect
- Crisis Considerations
- Social Responsibility in Action: Coca-Cola Creates Brand Loyalty Through Sustainability Efforts in India
- Cultural Intelligence
- CEO Activism and Global Public Relations/Corporate Social Responsibility
- Working Internationally to Develop Global Public Relations Skills
- Global Public Relations in Different Settings
- Corporate
- PR Profile: A Manager’s Journal: Working Internationally for a Global Corporation
- Nonprofits
- Insights: Changing Perceptions of a Global Brand
- Government
- Public Diplomacy, Strategic Public Relations, and Social Responsibility
- Public Diplomacy and Public Relations
- Scenario Outcome
- Wrap Up
- Key Terms
- Think About It
- Write Like a Pro
- Social Responsibility Case Study
- Glossary
- References
- Index
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