Discovering Public Relations
Höfundur: Karen Freberg
9.790 kr.
Lýsing:
Recipient of a 2021 Most Promising New Textbook Award from the Textbook & Academic Authors Association (TAA) Discovering Public Relations introduces students to the field of PR in a practical, applied, and hands-on way that prepares them for the modern workplace. Author Karen Freberg guides students through the evolution of contemporary PR practices with an emphasis on social media, digital communication, creativity, and diversity.
Understanding that innovation alone can’t create success, Freberg shows students how to use, choose, and implement evidence-based practices to guide their strategic campaigns. The text will transform today’s students into tomorrow’s successful PR professionals by giving them the tools to think creatively, innovate effectively, and deploy research-backed tactics for successful campaigns. Included with this title: The password-protected Instructor Resource Site (formally known as SAGE Edge) offers access to all text-specific resources, including a test bank and editable, chapter-specific PowerPoint® slides.
Annað
- Höfundur: Karen Freberg
- Útgáfa:1
- Útgáfudagur: 08-07-2020
- Hægt að prenta út 2 bls.
- Hægt að afrita 2 bls.
- Format:ePub
- ISBN 13: 9781544355399
- Print ISBN: 9781544355375
- ISBN 10: 1544355394
Efnisyfirlit
- Preface and Acknowledgments
- About the Author
- Part I: FOUNDATIONS
- Chapter 1. An Introduction to Public Relations
- What Is Public Relations?
- How Academics Define Public Relations
- How Practitioners Define Public Relations
- How Do We Build Relationships in Public Relations?
- We Identify Publics
- We Focus on Stakeholders
- We Manage Relationships Between Publics and Brands
- Where Do We Find Public Relations in Action?
- What Do We Do as PR Professionals?
- We Write
- We Conduct Research
- We Think Creatively
- We Understand Business Practices
- We Meet Emerging Expectations
- How Do We Work With Professionals in Related Fields?
- We Work With Journalism Professionals
- We Work With Advertising Professionals
- We Work With Marketing Professionals
- How Do We Use Storytelling?
- Where Are We Headed?
- ● Infographic 1: How We Produce Content
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- ● Game Changer: Stephen Waddington, PR Professional
- ● Case Study: Mayo, Florida, Renames Itself Miracle Whip, Florida
- What Is Public Relations?
- How Did the Field of Public Relations Begin?
- The Four Models: The Basis of Public Relations
- The Four Models: Universal Themes and Messaging
- How Do the Four Models Function?
- 1. The Press Agentry and Publicity Model
- 2. The Public Information Model
- 3. The Two-Way Asymmetrical Communication Model
- 4. The Two-Way Symmetrical Communication Model
- Who Are the Notable Figures of Public Relations?
- Historic Figures of Public Relations
- Contemporary Figures of Public Relations
- The Four Models Today: What Can Recent Campaigns Teach Us?
- 1. The Press Agentry and Publicity Model: Today
- 2. The Public Information Model: Today
- 3. The Two-Way Asymmetrical Model: Today
- 4. The Two-Way Symmetrical Model: Today
- Why Study PR Practices, Research, and Theories?
- Our Practices
- ● Infographic 2: How We Can Expand Our Approaches
- Our Research
- Our Theories
- Social Media: What Is Its Impact on Public Relations?
- Summary
- ● Game Changer: Matt Kelly, PR Professional
- APR Exam
- Key Terms
- ● Case Study: Toxic Masculinity and the Gillette Commercial for #TheBestMenCanBe
- Discussion Questions
- What Are Ethics and Ethical Conduct?
- Behaving Ethically, Avoiding Misconduct
- Challenges to Ethical Practices
- What Codes of Ethics Do We Follow?
- ● Infographic 3: How We Practice Ethically
- The Code of the Public Relations Society of America (PRSA)
- The Codes of Other Organizations
- Ethical Dilemmas: What Can Recent Campaigns Teach Us?
- Potential Situations
- Recent Case Studies
- What Legal Matters Do We Need to Know About?
- Libel
- Slander
- Deception
- Puffery
- What Are Best Practices for Functioning Ethically and Legally?
- ● Game Changer: Jason Falls, PR Professional
- ● Case Study: The Fyre Festival: How Not to Plan an Event
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- What Do Diversity and Inclusion Mean?
- Diversity
- Inclusion
- The Differences Between Diversity and Inclusion
- How Diverse and Inclusive Is Public Relations?
- The Concerns of Professional Organizations and Educators
- Directives for Change
- ● Infographic 4: How We Build Diversity and Inclusivity
- What Benefits Do Diversity and Inclusion Bring to Public Relations?
- The Benefits of Diversity and Inclusion: In the Workplace
- The Benefits of Diversity and Inclusion: In Audience-Facing Communications
- The Benefits of Diversity and Inclusion: For the General Public
- What Best Practices Can Make Public Relations More Diverse and Inclusive?
- We Need to Implement Principles
- We Need to Implement Practices
- ● Game Changer: Kara DeLost, Marking Professional at KFC Yum! Brands
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- Activities
- ● Case Study: The Beyoncé and Adidas Partnership: Diversity and Leadership
- What Is Research? How Does It Function in Public Relations?
- Research Defined
- ● Infographic 5: How We Conduct Research
- The Role of Research in Public Relations
- What Are Evidence-Based Practices for Research?
- Environment and Organizational Contexts
- Audience Segmentation
- Outputs and Outcomes
- Social and Digital Communications
- What Research Methods Do We Use in Public Relations?
- The Concepts of Reliability and Validity
- Questions to Explore
- Formal and Informal Research
- Primary and Secondary Research
- Primary Research: Qualitative, Quantitative, and Mixed Methods
- Social Media Research and Analysis
- Social Network Analysis (SNA)
- Neuromarketing Research and Analysis
- What Are Best Practices for Conducting, Evaluating, and Applying Research?
- Best Practices
- Obtaining Data and Other Challenges
- Knowing Where to Find Sources
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- Activities
- ● Game Changer: Shahbaz Khan of the Minnesota Timberwolves
- ● Case Study: Amazon’s Second Headquarters Campaign: A Lesson on the Value of Research
- What Is Branding?
- How Do We Support Clients’ Brands in Public Relations?
- Supporting a Brand for a Client
- Examples of Clients’ Brands
- ● Infographic 6: How We Support Brands
- Examples of Client Branding That Involve Personal Branding
- What Is a Personal Brand? How Do We Create One?
- Defining a Personal Brand
- Examples of Personal Brands
- Features of Personal Brands
- Creating a Personal Brand
- What Are Best Practices for Client and Personal Branding?
- Best Practices
- Things to Avoid
- Summary
- APR Exam
- ● Game Changer: Leo Morejon, Founder of Build & Inspire
- Key Terms
- Discussion Questions
- Activities
- ● Case Study: Drew Brees, Quarterback of the New Orleans Saints: A Lesson in Personal Branding
- What Does It Mean to Write for Public Relations?
- Writing Styles and Purposes
- Qualities of Effective Messaging
- ● Infographic 7: Spotlight on Storytelling
- What Types of Writing Do PR Professionals Compose?
- News and Press Releases
- Feature Stories
- Pitches
- Infographics
- Media Kit
- Websites, Blogs, and Social Media
- What Are Helpful Tools for Writing in Public Relations?
- Summary
- APR Exam
- ● Game Changer: David Armano, Senior Vice President of Edelman Digital
- Key Terms
- Discussion Questions
- Activities
- ● Case Study: Uber Driver Stories: A Lesson in Shifting the Focus
- What Is a PR Campaign?
- ● Infographic 8: A Strategic Campaign Plan, Annotated
- What Are the Steps for Conducting a Successful PR Campaign?
- 1. Conducting Research
- 2. Identifying Purpose and Audience
- 3. Planning
- 4. Developing Content and Persuading Audiences
- 5. Experimenting With Innovative Ideas
- 6. Evaluating Success
- What Are the RACE and ROPE Models for Conducting Campaigns?
- The RACE and ROPE Models: Similarities
- The RACE and ROPE Models: Differences
- How Does the Strategic Model Benefit Campaigns?
- The Parts and Steps of a Strategic Model
- Creating a Background Research Section
- Writing a Situational Analysis
- Writing a SWOT Analysis
- Writing an Objectives Section
- Writing an Audience and Messaging Section
- Writing a Strategies and Tactics Section
- Creating a Budget and Calendar Section
- Writing a Measurement and Evaluation Section
- Writing Recommendation for the Future
- How Does the PESO Model for Media Promote Campaigns?
- Paid Media
- Earned Media
- Shared Media
- Owned Media
- Summary
- APR Exam
- Key Terms
- ● Game Changer: Gini Dietrich, Founder of Spin Sucks
- Discussion Questions
- Activities
- ● Case Study: New York Public Library’s Insta Novels: A Lesson in Gaining Young Readers
- How Do We Identify Audiences?
- Identifying Audiences Through Segmentation
- ● Infographic 9: How We Identify Audiences
- Using Categories for Segmenting Audiences
- Identifying Audiences Based on Characteristics: Grunig’s Theory
- Who Are Our Audiences? How Do We Interact With Them?
- The Media
- Fellow Employees, Vendors, and Customers
- Influencers and Creators
- What Is Relationship Management?
- Relationships in Public Relations: Personal, Emotional, and Cultural
- Features of Managed Relationships
- Types of Managed Relationships
- Summary
- APR Exam
- ● Game Changer: Rani Mani, Head of Global Employee Advocacy and Influencer Relations for Adobe
- Key Terms
- ● Case Study: James Charles’s Fall From YouTube Grace: How Not to Treat Your Followers
- Discussion Questions
- Activities
- How Do Marketing Tools Connect Our Content With Our Audiences?
- The Funnel and Flywheel Models
- Media Platforms
- How Do We Describe and Share Content?
- What Is a Message Strategy?
- Primary and Secondary Messages
- Best Practices for Creating a Message Strategy
- What Types of Content Are Best for Different Channels?
- Short, Long, and Slow Forms of Content
- Content Types That Spark Conversations With Audiences
- How Does Visual, Audio, and Multimedia Content Work?
- Visual Content
- ● Infographic 10: Halo Top’s Digital Content, Annotated
- Social Media Content
- Content for Augmented, Virtual, and Mixed Realities
- Audio and Vocal Content
- What Are Best Practices for Creating Content?
- Summary
- ● Game Changer: Goldie Chan, LinkedIn Content Creator
- APR Exam
- Key Terms
- Discussion Questions
- Activities
- ● Case Study: Gary Vaynerchuk and the K-Swiss Shoe Launch: A Creative Content Strategy
- What Myths Exist Among Business and PR Academics and Professionals?
- What Do We Need to Succeed in a Business Setting?
- Business Literacy and Acumen
- ● Infographic 11: Spotlight on Four Business Principles: Accounting, Finance, Marketing, and Sales
- Business Skills and Knowledge Sets
- Whom Do We Work With in the Business Setting?
- Public Relations and Marketing
- Public Relations and Sales
- Public Relations and Advertising
- Public Relations and Entrepreneurship: Working for Ourselves
- Public Relations and Human Resources
- Public Relations and the C-Suite
- How Does Our Approach Benefit Business?
- What Common Goals Do We Pursue With Business and Management?
- Corporate Social Responsibility Campaigns
- Ambassador and Advocacy Programs
- What Are Best Practices for Conducting Business?
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- ● Game Changer: Deirdre Breakenridge, Author, Educator, and PR Practitioner
- Activities
- ● Case Study: Orangetheory Fitness: A Lesson in Business and Collaboration
- Why Are Measurement and Evaluation Important?
- Showing Value
- Making Strategic Plans
- Explaining How and Why We’ve Succeeded
- ● Infographic 12: How We Apply SMART Criteria
- What Types of Measurement and Evaluation Do We Use?
- Output and Outcome Measurements
- Sentiment and Exposure Analyses
- An Analysis of the Top Gun: Maverick Launch
- What Methods Do We Use for Measuring and Evaluating?
- What Metrics Do We Use to Evaluate a Campaign?
- Advertising Value Equivalent
- Impressions
- Monitoring and Listening
- New Metrics: Analytics
- Resources for Applying Metrics
- What Are Industry Standards for Measurement and Evaluation?
- Standards: Public Relations Society of America (PRSA)
- Framework: International Association for Measurement and Evaluation of Communication (AMEC)
- Standards: The Barcelona Principles (AMEC)
- What Are Best Practices for Measurement and Evaluation?
- Summary
- APR Exam
- ● Game Changer: Dennis Yu, CEO of BlitzMetrics
- Key Terms
- Discussion Questions
- ● Case Study: Pittsburgh Knights and Zoomph: An Analytics Partnership
- Activities
- What Skills and Experience Do We Need to Work in Public Relations?
- Skills and Literacies
- Experience
- What Types of Careers Does Public Relations Offer?
- Traditional Roles and Job Titles
- ● Infographic 13: How We Get Our First PR Jobs
- New and Emerging Roles and Job Titles
- How Do We Decide Where to Work?
- What Are Best Practices for Building a Career in Public Relations?
- Summary
- ● Game Changer: Dave Remund, APR, Fellow PRSA, Executive Director of Drake University Communications and Marketing
- ● Case Study: Jimmy Fallon and Jake Sirianni: Using Performance and Parody to Get an Internship
- APR Exam
- Key Terms
- Discussion Questions
- Activities
- Reputation Management: What Is It? How Is It Done?
- The Focus of Reputation Management
- Examples of Reputation Management
- Best Practices for Working in Reputation Management
- ● Infographic 14: How We Specialize
- Crisis Communication: What Is It? How Is It Done?
- The Focus of Crisis Communication
- Examples of Crisis Communication
- Best Practices for Working in Crisis Communication
- Influencer Marketing: What Is It? How Is It Done?
- Examples of Influencer Marketing
- Best Practices for Working in Influencer Marketing
- ● Game Changer: Albane Flamant, Talkwalker
- Global Public Relations: What Is It? How Is It Done?
- The Focus of Global Public Relations
- Examples of Global Public Relations
- Best Practices for Conducting Global Public Relations
- Social Media Public Relations: What Is It? How Is It Done?
- The Focus of Social Media Public Relations
- Social Media Public Relations and Data
- Examples of Social Media Public Relations
- Best Practices for Social Media Public Relations
- ● Game Changer: Ty Rogers, Videographer
- Entertainment and Sports Public Relations: What Is It? How Is It Done?
- The Focus of Entertainment Public Relations
- Examples of Entertainment Public Relations
- The Focus of Sports Public Relations
- Examples of Sports Public Relations
- Best Practices for Entertainment and Sports Public Relations
- ● Game Changer: Amir Zonozi, President of Zoomph
- Nonprofit Public Relations: What Is It? How Is It Done?
- The Focus of Nonprofit Public Relations
- Examples of Nonprofit Public Relations
- Best Practices for Nonprofit Public Relations
- Politics Public Relations: What Is It? How Is It Done?
- The Focus of Politics Public Relations
- ● Game Changer: Chris Strub, Giving Day Guy
- Examples of Politics Public Relations
- Best Practices for Politics Public Relations
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- Activities
- Where Are We Headed? What Are the Opportunities and Obstacles?
- What Have We Learned So Far?
- Case Studies Review: Boeing, KFC, and Varsity Blues
- Coverage Review: From an Introduction to Career Options
- Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
- ● Infographic 15: Spotlight on Mentorship
- What Are Best Practices for Advancing Your Future?
- Summary
- ● Game Changer: Brian Solis, Digital Anthropologist, Author, and Keynote Speaker
- ● Case Study: A University of Tennessee Fan and His T-Shirt: A Lesson in Going for It
- Discussion Questions
- Activities
- Glossary
- References
- Index
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- Gerð : 208
- Höfundur : 17829
- Útgáfuár : 2020
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