Description
Book SynopsisThe comprehensive guide to applied PR theory in the 21st century
Public Relations Theory explores the central principles and theoretical components of public relations and their practical applications in actual situations. This informative text helps readers to understand the concepts, approaches, and perspectives of PR theory and learn development methods, implementation strategies, management techniques, and more. Chapters written by recognized experts on each topic provide readers with knowledge on how, when, and why appropriate theories are applied. Focusing on how organizations and individuals integrate theory in a public relations framework, each chapter explains one function, explores its potential challenges and opportunities, provides an example of the function in practice, and offers discussion questions and additional reading suggestions.
Unique in structure, this text arranges chapters by function, rather than theory, allowing reade
Trade Review
“Viewed as an entire book, this was an overwhelming read, especially if consumed from cover to cover. Take that as a positive attribute. It feels neither “dumbed down” for the practitioner nor full of complex, dry language aimed at the academic. The tone is just right, and the presented information figuratively jumps out to the reader on every page. I can see this book being close at hand on many a bookshelf, aiding the reader on many occasions in many situations.” - Darren Paul Ingram, University of Oulu, Finland for Journalism & Mass Communication Quarterly 1-3
Table of ContentsNotes on Contributors vii
Acknowledgments xiii
1 What Is Theory? 1
Brigitta R. Brunner
2 Strategy 13
Ana María Suárez‐Monsalve and Juan‐Carlos Molleda
3 Crisis Communication, Risk Communication, and Issues Management 31
W. Timothy Coombs, Sherry J. Holladay, and Elina Tachkova
4 Diversity 49
Dean Mundy
5 Ethics 63
Tor Bang
6 Dialogue and Organization–Public Relationships 79
Maureen Taylor, Michael L. Kent, and Ying Xiong
7 Social Media and Emerging Media: Theoretical Foundations 97
Karen Freberg
8 Nonprofits 113
Geah Pressgrove and Richard D. Waters
9 Globalization 125
Chiara Valentini
10 Community 141
Marina Vujnovic and Dean Kruckeberg
11 Activism 159
Erica Ciszek
12 Media Relations and Challenges in a Digital Media Era 175
Samsup Jo
13 Corporate Social Responsibility 185
Chun‐Ju Flora Hung‐Baesecke, Yi‐Ru Regina Chen, Cindy Sing‐Bik Ngai, and Minqin Ma
14 Health Public Relations 203
Shelley Aylesworth‐Spink
15 Investor Relations 219
Alexander V. Laskin
16 Political Communication and Government Relations 233
Barbara Myslik and Spiro Kiousis
Index 249
