Discovering Public Relations
Höfundur: Karen Freberg
7.390 kr.
Lýsing:
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 highlights modern and contemporary PR practices, emphasizing social media, digital communication, and creative innovation. Understanding that creativity alone can’t create success, Freberg shows students how to choose and implement evidence-based practices to guide their strategic campaigns.
The Second Edition transforms students into successful PR professionals by giving them the tools to think creatively, innovate effectively, and deploy research-backed tactics for successful campaigns. This title is accompanied by a complete teaching and learning package. Contact your Sage representative to request a demo. Learning Platform / Courseware Sage Vantage is 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. It’s a learning platform you, and your students, will actually love. Learn more. Assignable Video with Assessment Assignable video (available in Sage Vantage) is tied to learning objectives and curated exclusively for this text to bring concepts to life.
Annað
- Höfundur: Karen Freberg
- Útgáfa:2
- Útgáfudagur: 2023-11-18
- Hægt að prenta út 2 bls.
- Hægt að afrita 2 bls.
- Format:ePub
- ISBN 13: 9781071878279
- Print ISBN: 9781071942406
- ISBN 10: 1071878271
Efnisyfirlit
- Preface and Acknowledgments
- About the Author
- Part I Foundations
- Chapter 1 An Introduction to Public Relations
- What Is Public Relations?
- We Identify Publics
- We Focus on Stakeholders
- We Manage Relationships Between Publics and Brands
- 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 Is Today’s PR Field Looking to the Future?
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- What Is Public Relations?
- Chapter 2 Historical Contexts and Today’s Practices
- How Do the Four PR 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
- Arthur W. Page and the Page Principles
- Rex Harlow and the Public Relations Society of America (PRSA)
- Betsy Plank and the Public Relations Student Society of America (PRSSA)
- Inez Kaiser and Her Public Relations Firm
- Contemporary Figures of Public Relations
- Harold Burson
- Richard Edelman
- Barri Rafferty
- Maha Abouelenein
- Charlene Wheeless
- Qualities of Today’s Leaders
- Historic Figures of Public Relations
- The Four Models Today: What Can Recent Campaigns Teach Us?
- 1. The Press Agentry and Publicity Model: Today
- The Fyre Festival: An Audience Is Misled
- The Red Bull Space Jump: An Extreme Event Pays Off
- 2. The Public Information Model: Today
- Serena Williams’s Retirement from Tennis
- Unilever and Ben & Jerry’s
- 3. The Two-Way Asymmetrical Model: Today
- The Rise and Fall of Dan Price
- 4. The Two-Way Symmetrical Model: Today
- Kim Kardashian and Beats
- Jax and Victoria’s Secret
- 1. The Press Agentry and Publicity Model: Today
- How Do the Four PR Models Function?
- Why Study PR Practices, Research, and Theories?
- Our Practices
- Our Research
- Our Theories
- Social Media: What Is Its Impact on Public Relations?
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- Chapter 1 An Introduction to Public Relations
- Chapter 3 Ethics and the Law
- What Are Ethics and Ethical Conduct?
- Behaving Ethically, Avoiding Misconduct
- Challenges to Ethical Practices
- What Codes and Best Practices Do We Follow?
- The Code of the Public Relations Society of America (PRSA)
- The Codes of Other Organizations
- The Arthur W. Page Center: The Page Principles
- Other Codes of Ethics
- Best Practices for Ethical and Legal PR Work
- Ethical Dilemmas: What Can Recent Campaigns Teach Us?
- Potential Situations
- Recent Case Studies
- Pros and Cons of Brands Using OpenAI
- 5WPR and EverythingPR
- Saudi Arabia and Edelman
- Crumbl Cookie PR Branding and Marketing Lawsuit
- Bell Pottinger: A Case Study in Inciting Social Unrest
- What Are Ethics and Ethical Conduct?
- What Legal Matters Do We Need to Know About?
- Libel
- Slander
- Deception
- Puffery
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- What Do Diversity, Equity, Inclusion, and Belonging Mean?
- Diversity
- Equity
- Inclusion
- Belonging
- The Differences Between Diversity, Equity, Inclusion, and Belonging
- How Diverse, Equitable, and Inclusive Is Public Relations?
- Concerns of Professional Organizations and Educators
- Directives for Change
- Leadership Must Be Diverse
- Agencies and Brands Must Represent the Diversity of Their Audiences
- The Field Must Offer More Opportunities to Feature Research, Perspectives, and Work From Diverse Audiences
- Language Is a Key Factor in Setting the Stage for DEI&B
- Hiring Practices Must Embrace Diversity, Equity, Inclusion, and Belonging
- Content, Messaging, and Opportunities Must Be Accessible for All
- We Need to Go Beyond the “Business Case” for Diversity
- Agencies and Brands Must Implement Their Diversity Programs
- The Benefits of Diversity and Inclusion: In the Workplace
- A More Dynamic Work Environment
- Greater Creativity and Improved Messaging
- Better Collaboration, Problem-Solving, and Response to Challenges
- The Benefits of Diversity and Inclusion: In Audience-Facing Communications
- Audiences Are More Engaged by Inclusive Strategies
- Audiences Respond to Diverse Campaigns
- The Benefits of Diversity and Inclusion: For the General Public
- A More Positive View of Public Relations, Greater Goodwill
- An Influx of New Talent
- Educating Audiences in New Industries
- A Greater Focus on the Gender Pay Gap
- Greater Representation of Women, People of Color, and More
- We Need to Implement Principles
- Support
- Leadership
- Hiring Practices
- Experiences
- Perspectives
- Actions
- We Need to Implement Practices
- Focus on Respect
- Showcase Leaders in PR’s History From Different Perspectives
- Teach and Promote Diverse and Multicultural Perspectives
- Support Research in Diversity, Equity, Inclusion, and Belonging
- Support Empathy in Leadership
- Be Agile, Proactive, and Responsive to Change
- Don’t Tell Me; Show Me Really What You Are Doing
- What Is Research? How Does It Function in Public Relations?
- Research Defined
- The Role of Research in Public Relations
- Research Informs Our Campaigns and Strategies
- Research Is the Basis for Innovation
- Research Is Central to the PR Models That Guide Our Work
- Key Components of EBPs
- Audience Segmentation
- Demographics Help Us Identify and Understand Audiences
- Psychographics Help Us Understand Audiences in More Depth
- Personas Give Us Representative Sketches of Audiences
- Outputs and Outcomes
- Social and Digital Communications
- Monitoring Allows Us to Report on Our Success
- Listening Allows Us to Explore New Opportunities
- The Concepts of Reliability and Validity
- Questions to Explore
- Formal and Informal Research
- Primary and Secondary Research
- Qualitative, Quantitative, and Mixed Methods
- Qualitative Research Allows Us to Discover How and Why Things Happen
- Quantitative Research Allows Us to Explore Cause and Effect
- Mixed-Methods Research Gives Us a Complete Picture of a Topic or Situation
- Social, Digital, and Emerging Media Methods
- Artificial Intelligence Tools for Research
- Social Network Analysis (SNA)
- Neuromarketing Research and Analysis
- Best Practices
- Obtaining Data and Other Challenges
- Knowing Where to Find Sources
- Agencies
- Analytics Companies
- Universities
- How Do We Support Clients’ Brands in Public Relations?
- Supporting a Brand for a Client
- Examples of Clients’ Brands
- Formula One Racing
- Garrett’s Popcorn
- Lego
- Wegmans
- Client Branding That Involves Personal Branding
- JuJu Smith-Schuster’s Likeable Brand
- Other Athletes on the Branding Field
- MrBeast
- Defining a Personal Brand
- Examples of Personal Brands
- Blake Lively
- Zendaya
- Remi Bader
- Reese Witherspoon
- Features of Personal Brands
- Personal Brand Voice
- Personal Brand Reputation
- Alignment
- Creating a Personal Brand
- The Person in Control of Your Personal Brand Is You
- Understand That Not Everyone Values a Personal Brand
- Determine What Makes You “You”
- Evaluate Your Own Expertise
- Share Your Personality
- Produce Quality Content and Stories
- Best Practices
- Things to Avoid
- What Does It Mean to Write for Public Relations?
- Writing Styles and Purposes
- Persuasive Writing
- Creative Messaging
- Storytelling or Narrative Messaging
- Real-Time Writing
- Qualities of Effective Messaging
- Consistency
- Strong Voice
- Authenticity
- Writing Styles and Purposes
- News and Press Releases
- News Releases
- Press Releases
- Best Practices for Writing and Distributing News and Press Releases
- Feature Stories
- Best Practices for Writing Feature Stories
- Pitches
- Best Practices for Writing Pitches
- Fact Sheets
- Best Practices for Writing Fact Sheets
- Infographics
- Best Practices for Creating Infographics
- PR Boxes and Media Kits
- Parts of a Media Kit and PR Box
- Best Practices for Creating Media Kits and PR Boxes
- Websites, Blogs, and Social Media
- Digital Media and Social Media
- Blogs
- Ideas for Writing Social Media Content
- Best Practices for Writing Digital and Social Media Content
- Artificial Intelligence Writing
- Creating the Right Prompt
- Brainstorming Ideas
- Enhancing and Revising Content
- Ethical Considerations for Working With AI Writing
- Other Resources
- Chapter 8 Strategic Campaigns
- What Is a PR Campaign?
- Conducting Research
- Identifying Purpose and Audience
- Planning
- Developing Content and Persuading Audiences
- Experimenting With Innovative Ideas
- Evaluating Success
- What Are the Models for Evaluating Campaigns?
- The RACE and ROPE Models: Similarities
- Conducting Research
- Publics
- Evaluating Success
- The RACE and ROPE Models: Differences
- Objectives and SMART Criteria
- Strategies and Tactics
- The RACE and ROPE Models: Similarities
- What Is a PR Campaign?
- How Does the Strategic Model Benefit Campaigns?
- The Parts and Steps of a Strategic Model
- Creating a Background Research Section
- Conducting an External or Environmental Scan
- Creating a Client Overview
- Asking Deeper Questions About Our Client
- Writing a Situational Analysis
- Writing a SWOT Analysis
- Identifying Strengths
- Identifying Weaknesses
- Identifying Opportunities
- Identifying Threats
- Writing About Strategic Implications
- Writing an Objectives Section
- Writing an Audience and Messaging Section
- Types of Audiences
- Types of Messages
- Writing a Strategies and Tactics Section
- Gatorade’s Tribute to Serena Williams
- NASA’s Community of Explorers
- National Geographic x Hyundai for Outside Academy
- Creating a Budget and Calendar Section
- Writing a Measurement and Evaluation Section
- Writing a 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
- Discussion Questions
- Activities
- How Do We Identify Audiences?
- Identifying Audiences Through Segmentation
- Using Categories for Segmenting Audiences
- Identifying Audiences Based on Their Approach to Problems: Grunig’s Theory
- Problem Recognition
- Constraint Recognition
- Level of Involvement
- The Media
- Employees
- Vendors
- Customers
- Activists
- Influencers: Celebrity, Mega, Micro, Nano, Pico, and Emerging
- Creators: A Subset of Influencers
- Influencers and Creators: Key Similarities and Differences
- Dos and Don’ts for Working With Creators and Influencers
- Relationships in Public Relations: Personal, Emotional, and Cultural
- Features of Managed Relationships
- Types of Managed Relationships
- How Do We Create and Strategize Creative Content?
- Types of Content in Public Relations
- Applying Insights From Marketing to Our Content
- The Funnel and Flywheel Models
- Media Platforms
- Deploying Content Strategically
- Primary and Secondary Messages
- Best Practices for Creating a Message Strategy
- Short, Long, and Slow Forms of Content
- Content Types That Spark Conversations With Audiences
- Visual Content
- Visual Formats
- Integrating Visuals With Text
- Social Media Content
- The Pillar Approach
- Emerging Apps and Platforms
- Content for Augmented, Virtual, and Mixed Realities
- Audio and Vocal Content
- Strategic Best Practices
- Best Practices for Generative AI Content
- Best Practices for All Content Types
- What Is a Crisis, and What Is Crisis Communication?
- The Role of Public Relations in a Crisis
- Defining Crisis Communication
- What Are the Stages of a Crisis?
- The Pre-Crisis Stage
- Imagining Predictable and Unpredictable Types of Crises
- Setting Up Your Digital War Room
- Building Your Crisis Team
- Training Your Crisis Team
- Developing Message and Communication Response Templates
- Enacting an Evergreen Listening and Monitoring Strategy
- The Crisis Response Stage
- The Post-Crisis Stage
- The Pre-Crisis Stage
- What Message Strategies Are Effective in a Crisis?
- Attack the Accuser
- Case Study: Peloton
- Denial
- Case Study: NASCAR and Brandon Brown
- Excuse
- Case Study: Edelman
- Justification
- Case Study: Pabst Blue Ribbon
- Ingratiation
- Case Study: FAT Brands
- Corrective Action
- Case Study: Southwest Airlines
- Full Apology
- Case Study: Chrissy Teigen
- Attack the Accuser
- What Do We Need to Succeed in a Business Setting?
- An Understanding Beyond Common Myths
- Myth 1: PR Students Do Not Need to Study Business
- Myth 2: Business Lingo Is All We Need
- Myth 3: Only Senior Leadership Needs to Carry Out Business Practices
- Myth 4: PR Metrics and Business Metrics Are the Same
- Business Literacy
- An Understanding of Business Principles
- Marketable Business and PR Skills
- Business Education and Real Experience
- Business Acumen
- Business Skills and Knowledge Sets
- New, Emerging Skills
- Skills Related to Public, Government, and Nonprofit Sectors
- Skills Related to Managers and Technicians
- Business Acumen Skills and Knowledge Sets
- An Understanding Beyond Common Myths
- Public Relations and Marketing
- Public Relations and Sales
- Public Relations and Advertising
- Public Relations and Entrepreneurship: Working for Ourselves
- The Entrepreneurial Approach
- Public Relations and Human Resources
- Public Relations and the C-Suite
- Chief Executive Officer (CEO)
- Chief Financial Officer (CFO)
- Legal Counsel
- Chief Operating Officer (COO)
- Chief Marketing Officer (CMO)
- Chief Communication Officer (CCO)
- Chief Information Officer (CIO)
- Chief Culture or People (CPO) Officer
- Chief Diversity, Equity, and Inclusion Officer (CDEI)
- Corporate Social Responsibility Campaigns
- Starbucks
- Microsoft, charity: water, and Minecraft
- Ambassador and Advocacy Programs
- Ambassador Programs
- Advocacy Programs
- Key Areas of Collaboration With Management
- Public Relations and a Data-Focused Approach
- Public Relations and Crisis Expertise
- Public Relations and Audience Analysis Expertise
- Public Relations and Strategic Planning, Research, and Analysis
- Contributing to Business Conversations
- Why Are Measurement and Evaluation Important?
- Showing Value
- Making Strategic Plans
- Explaining How and Why We’ve Succeeded
- What Types of Measurement and Evaluation Do We Use?
- Output and Outcome Measurements
- Sentiment and Exposure Analyses
- An Analysis of the Deadpool 3 Launch
- What Methods Do We Use for Measuring and Evaluating?
- Surveys
- Focus Groups
- Attendance and Sales Records
- Content Analysis
- Communication Audits
- Requests and Follow-Ups
- Monitoring and Listening
- What Metrics Do We Use to Evaluate a Campaign?
- Yesterday’s Metrics
- New Metrics: Analytics
- Types of Analytics
- Analytics Versus Analysis
- Analytics Tools
- Resources for Applying Metrics
- HubSpot
- Meltwater Academy
- Google Analytics
- Meta Blueprint
- Brandwatch
- Stukent
- Industry Standards
- Standards: Public Relations Society of America (PRSA)
- Framework: International Association for Measurement and Evaluation of Communication (AMEC)
- Standards: The Barcelona Principles (AMEC)
- Challenges of Measuring Success in Certain Areas of Public Relations
- Timeless Tips for Measurement and Evaluation
- What Skills and Experiences Do We Need to Work in Public Relations?
- Skills and Literacies
- Business Literacy
- Creative Thinking
- Critical Thinking
- Data Analysis
- Artificial Intelligence: Understanding and Application
- Diversity, Equity, Inclusion, and Belonging (DEI&B) Literacy
- Empathy
- Media Savvy
- Multimedia Composing Skills
- Research Skills
- Digital and Social Media Skills
- Storytelling Skills
- Writing Skills
- Experience
- Internships
- Fellowships
- Speaking and Presenting
- Memberships in Professional Organizations
- Personal Branding
- Skills and Literacies
- Traditional Roles and Job Titles
- Intern (Pre–Entry Level)
- Account Executive (Entry to Senior Level)
- PR Coordinator (Entry Level)
- Account Specialist (Mid-Level)
- Account Director (Advanced Level)
- Communication Manager (Entry to Senior Level)
- Media Relations Specialist/Publicist (Entry to Senior Level)
- Copywriter (Entry Level)
- New and Emerging Roles and Job Titles
- Content Creator (Entry to Senior Level)
- Social Media Community Manager (Entry to Senior Level)
- Influencer Relations Specialist (Entry to Senior Level)
- Research and Social Media Analyst (Entry to Senior Level)
- Understand Work Environments and Cultures
- Explore Differences in Salaries
- Be Aware of Organizational Structures—and Where Public Relations Happens
- Consider Large Agencies
- Look Into Boutique Agencies
- Learn About Brands and Corporations
- Check Out Nonprofit Organizations
- Consider Politics, Sports, and Entertainment
- Think About Small Businesses
- Explore Freelance or Consultancy Options
- Explore the Entrepreneurial Option
- Reputation Management: What Is It? How Is It Done?
- The Focus of Reputation Management
- Examples of Reputation Management
- Lindsay Lohan
- Nike
- Best Practices for Working in Reputation Management
- Influencer Marketing: What Is It? How Is It Done?
- Examples of Influencer Marketing
- GoPro and The Creative Summit
- Taco Bell
- Best Practices for Working in Influencer Marketing
- Examples of Influencer Marketing
- Global Public Relations: What is It? How Is It Done?
- The Focus of Global Public Relations
- Examples of Global Public Relations
- People Make Glasgow Campaign
- Ryanair
- Amarula and #DontLetThemDisappear
- 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
- Deadpool 3
- McDonald’s and Emily in Paris
- Best Practices for Social Media Public Relations
- Entertainment and Sports Public Relations: What Is It? How Is It Done?
- The Focus of Entertainment Public Relations
- Examples of Entertainment Public Relations
- Taylor Swift and Ticketmaster
- The Rock
- Pedro Pascal
- The Focus of Sports Public Relations
- Examples of Sports Public Relations
- Roger Federer Retirement and Lionel Messi World Cup Win
- Gritty, the Mascot
- Hailey Van Lith and NIL
- Best Practices for Entertainment and Sports Public Relations
- Nonprofit Public Relations: What Is It? How Is It Done?
- The Focus of Nonprofit Public Relations
- Examples of Nonprofit Public Relations
- GivingTuesday
- The Creative Ladder
- Best Practices for Nonprofit Public Relations
- Politics Public Relations: What Is It? How Is It Done?
- The Focus of Politics Public Relations
- Examples of Politics Public Relations
- The 2020 Presidential Election: Donald Trump and Joe Biden
- United and Fort Wayne International Airport
- Best Practices for Politics Public Relations
- Summary
- APR Exam
- Key Terms
- Discussion Questions
- Activities
- Chapter 16 The Future
- Where Are We Headed? What Are the Opportunities and Obstacles?
- What Have We Learned So Far?
- Case Studies Review: Southwest Airlines, Auntie Anne’s, and LEGO x Disney
- Southwest Airlines
- Auntie Anne’s
- College Admissions Crisis
- LEGO and Disney’s 100th Anniversary
- Coverage Review: From an Introduction to Career Options
- Case Studies Review: Southwest Airlines, Auntie Anne’s, and LEGO x Disney
- What Are Best Practices for Advancing Your Future?
- Summary
- Discussion Questions
- Activities
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- Gerð : 208
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