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• 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
• 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
• 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
• 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 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 Legal Matters Do We Need to Know About?
• Libel
• Slander
• Deception
• Puffery
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Chapter 4 Diversity, Equity, Inclusion, and Belonging
• 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
• What Benefits Do Diversity, Equity, Inclusion, and Belonging Bring to Public Relations?
• 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
• What Best Practices Can Make Public Relations More Diverse, Equal, and Inclusive?
• 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
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Chapter 5 Research and Evidence-Based Practices
• 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
• What Are Evidence-Based Practices for Research?
• 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
• 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
• 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
• What Are Best Practices for Conducting, Evaluating, and Applying Research?
• Best Practices
• Obtaining Data and Other Challenges
• Knowing Where to Find Sources
• Agencies
• Analytics Companies
• Universities
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Chapter 6 Branding
• 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
• How Do You Create Your Own Personal Brand?
• 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
• What Are Best Practices for Client and Personal Branding?
• Best Practices
• Things to Avoid
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Chapter 7 Writing for Public Relations
• 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
• What Types of Writing Do PR Professionals Compose?
• 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
• What Are Helpful Tools for Writing in Public Relations?
• Artificial Intelligence Writing
• Creating the Right Prompt
• Brainstorming Ideas
• Enhancing and Revising Content
• Ethical Considerations for Working With AI Writing
• Other Resources
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Part II Applications
• 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
• 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
• Chapter 9 Audiences and Relationship Management
• 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
• How Do We Interact With Traditional PR Audiences?
• The Media
• Employees
• Vendors
• Customers
• Activists
• Who Are Today’s Key Audiences?
• 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
• What Is Relationship Management?
• Relationships in Public Relations: Personal, Emotional, and Cultural
• Features of Managed Relationships
• Types of Managed Relationships
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Chapter 10 Creative Content
• 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
• 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
• 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
• What Are Best Practices for Creating Content?
• Strategic Best Practices
• Best Practices for Generative AI Content
• Best Practices for All Content Types
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Chapter 11 Crisis Communication
• 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
• 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
• What Are Best Practices for Working in Crisis Communication?
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Applied Discussion Questions
• Activities
• Chapter 12 Management and Business Acumen
• 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
• 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
• 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)
• What Common Goals Do We Pursue With Business and Management?
• Corporate Social Responsibility Campaigns
• Starbucks
• Microsoft, charity: water, and Minecraft
• Ambassador and Advocacy Programs
• Ambassador Programs
• Advocacy Programs
• What Are Best Practices for Collaborating With Business and Management?
• 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
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Chapter 13 Measurement and Evaluation
• 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
• What Are Best Practices for Measurement and Evaluation?
• 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
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Chapter 14 Careers
• 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
• What Types of Careers Does Public Relations Offer?
• 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)
• How Do We Decide Where to Work?
• 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
• What Are Best Practices for Building a Career in Public Relations?
• Summary
• APR Exam
• Key Terms
• Discussion Questions
• Activities
• Chapter 15 Specializations
• 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
• 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
• Part III Summary
• 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
• What Are Best Practices for Advancing Your Future?
• Summary
• Discussion Questions
• Activities
• Glossary
• References
• Index