Public Relations Practices, 8th edition

For undergraduate and graduate courses in Public Relations.
Written by two of the most respected individuals in the field, Public Relations Practices presents timeless case studies to help future practitioners develop agility in the principles and applications of effective two-way communications likely to confront them and their employer.

For undergraduate and graduate courses in Public Relations.

Written by two of the most respected individuals in the field, Public Relations Practices presents timeless case studies to help future practitioners develop agility in the principles and applications of effective two-way communications likely to confront them and their employer.

A practical approach: helps future practitioners develop agility in the principles and the application of effective two-way communications in a wide variety of situations. Several timeless cases are included that involved turning-point issues or broke new ground in the maturing of the public relations function. Other cases have been updated to reflect recent trends.

Updated cases show the long-term impact of good, and sometimes bad, public relations practices. The authors have moved some cases in to different chapters to further illustrate the wide-ranging effect actions can have on an organization’s success.

Based on the PRSA’s Member Code of Ethics: the Code states “The foundation of our value to our companies, clients, and those we serve is their ability to rely on our ethical and morally acceptable behavior.” This code has three parts on which this text is based:

• Its Values are designed to inspire and motivate each member everyday to the highest levels of ethical practice.
• Its Code Provisions are designed to help each member clearly understand the limits and specific performance required to be an ethical practitioner.
• Its Commitment mechanism ensures that every member understands the obligations of membership and the expectation of ethical behavior.

Organization:

• The first two chapters describe the purpose of PR and the manner in which the function deals with problems and opportunities.
• The bulk of the book contains real-life case studies in eight chapters organized according to primary publics such as employees and media or   major problems such as public issues, crisis management, and standards or ethics.
• Each chapter has a definitive introduction providing insights that come to life in the cases that follow.  Introductions vary in size and substance, tailored to the assumed knowledge of students.
• Each chapter closes with a case problem or two for class discussion closely related to the thrust of the chapter.
• The last chapter deals candidly with career preparation.

• Fifteen new cases—almost half the book—including some of the most-talked-about events of the recent past.
• Ten additional cases updated with new events to shed a different light or paired with similar events happening now in other organizations.
• Contributions of cases from leading academics and practitioners to add new voices and perspectives.
• Social media elements added or considered in most cases.
• More content—eliminating some nonessential visuals—replaced by thoughtful commentary.
• A website to access retired cases from Editions 1–7, as well as the ability to discuss current and future cases with other professors, students, practitioners and the authors.  Go to www.prpractices.com