The industry of public relations is rapidly evolving, requiring practitioners to have greater specialization than ever before. Hand in hand with the growth of the industry, educational programs have developed to address the growing need for quality preparation for future practitioners. Public Relations: Competencies and Practice focuses on the required competencies expected and applications of public relations into specific sectors of practice.
Based on competencies identified by organizations such as the Commission on Public Relations Education and the Public Relations Society of America, Public Relations provides a robust examination of areas such as diversity, leadership, and ethics. The second part of the text focuses on these unique requirements for undergraduate and graduate students focused on entering sectors such as entertainment public relations, nonprofit public relations, or investor relations.
The book also features online resources for instructors:
- Sample course syllabus
- Discussion questions
- Suggested midterm and final project
Public Relations offers students competency- and practice-focused content from top PR experts and incorporates interviews from professionals in the field to show students how to apply competencies in specific practice sectors.
Table of Contents
Table of Content
By Carolyn Mae Kim, Ph.D., APR
By Bruce K. Berger, Ph.D.
3. Diversity and Inclusion:A Core Public Relations Mandate
By Dean E. Mundy, Ph.D.
4. Practicing Public Relations Across Cultures: The Value of Intercultural Communication Competence
By Nilanjana R. Bardhan, Ph.D.
5. Public Relations Ethics: Responsibilities & Necessary Skills
By Marlene S. Neill, Ph.D., APR
6. Business Literacy: Thoughtful Awareness and Insightful Action in a Changing Workplace
By Douglas J. Swanson, Ed.D, APR
7. Content Creation in Public Relations
By Burghardt Tenderich, Ph.D.
8. Legal Considerations in Public Relations
By Karla K. Gower, Ph.D.
9. Measurement and Evaluation in Public Relations
By Linjuan Rita Men, Ph.D., Katy Robinson, and Patrick Thelen
10. Crisis Management
By Timothy Coombs, Ph.D. and Rebecca Costantini
By Geah Pressgrove, Ph.D. and Virginia S. Harrison
12. Social Media in Public Relations
By Karen Freberg, Ph.D.
13. Work-Life Balance
By Hongmei Shen, Ph.D., APR
14. Internal Communication
By Tina McCorkindale, Ph.D., APR
15. Healthcare Communication: A Growing Area of Public Relations
By Brooke W. McKeever, Ph.D., and Minhee Choi
16. The Challenges and Opportunities in Sports Public Relations
By Duncan Koerber, Ph.D.
17. Entertainment Public Relations
By Trayce Billingsly Leak, Ph.D. and Natalie T. J. Tindall, Ph.D.
18. Financial Communications and Investor Relations: Speaking and Translating the Language (and Issues) of Business and Finance
By Matthew W. Ragas, Ph.D.
19. Nonprofit Public Relations: Contributing to Social Good
By Carolyn Mae Kim, Ph.D., APR
20. Public Relations in the Political World
By Jason Mollica
21. Corporate and Agency Public Relations
By Michael B. Goodman, Ph.D.
22. Media Relations
By Emily S. Kinsky, Ph.D.
Carolyn Mae Kim is an Associate Professor of Public Relations at Biola University. Her research specialties include credibility, digital strategy, media ecology, and public relations education.
Ranked one of the best new PR books to read in 2020 by BookAuthority.