Public Relations 3e

In a time when society is holding individuals and organizations to high standards of conduct, Public Relations: A Values-Driven Approach teaches students how to build ethical, productive relationships with strategic constituencies. By placing public relations in a broad social context, Public Relations: A Values-Driven Approach provides an introduction to a dynamic, growing, and honorable profession. Steeped in the traditions and theories of public relations, the book features an engaging, informal tone. It abounds with lively anecdotes and comes in at a reasonable price for students. A sustained focus on how public relations activities reflect and affect an organization's core values is a thread that runs through every chapter.Emphasizes values and ethics in public relations to raise students' consciousness of contemporary issues in the field. Includes several case studies in each chapter to illustrate key concepts: Introductory scenario develops critical thinking skills."Thumbs Up" cases illustrate positive, real-world examples of public relations."Thumbs Down" cases illustrate public relations activities gone awry."It's Your Turn," a "CyberCoach" Web site feature, asks students to apply the concepts of the chapter to a realistic situation.Features "Quick" boxes that offer review questions and expand on important topics: "QuickCheck" questions sprinkled throughout the chapter review and reinforce concepts discussed in earlier passages."QuickBreak" sidebars illustrate central concepts through the use of extended examples.Incorporates a number of additional pedagogical features, making the book a valuable learning tool for students: A "Memo from the Field" at the conclusion of each chapter connects students to diverse real-world public relations practitioners.A core "Values Statement" from a successful, respected organization in each chapter illustrates the real-world application of a values-driven approach.Chapter objectives, key terms, discussion questions, a glossary, and a "CyberCoach" Web site help students learn and study chapter concepts.Focuses on systems within public relations, including specific processes for planning, writing, presenting, crisis communications, cross-cultural communication, and ethical decision-making. Includes full chapters on new communication technologies, integrated marketing, crisis communications, and cross-cultural communication, providing students with a cutting-edge look at public relations practices.Addresses current 21st century topics including the events of September 11, 2001, the war on terrorism, sweatshops, corporate social responsibility, cyber-relations, the Digital Millennium Copyright Act, new salary data, and international public relations. Provides expansive coverage of theoretical foundations, including resource dependency theory, Monroe's Motivated Sequence, framing theory, coorientation theory, and new research on measuring the success of relationships. Includes recently revised "Memos from the Field" that give unfiltered advice straight from a diverse group of award-winning professionals.