Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication

Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication, Third Edition presents the comprehensive field of public relations as it is today and will be tomorrow. Recognizing that the shifts in technology, business, and culture require a fresh approach, Janis T. Page and Lawrence Parnell present an introductory text that shows how today′s PR professionals create persuasive messages with modern technologies, but also work in line with the industry′s foundations. The authors' main goal is to develop ethical and socially responsible communicators who are more concerned with building trust and respect with the diverse communities than envisioning the next viral campaign. The text balances this approach with a focus on understanding communication theory, history, process, and practice and how all of these concepts can be applied to strategic public relations planning. The Third Edition recognizes that the tide of social responsibility and sustainability initiatives, CEO and investor social activism, employee preference for jobs with social purpose, and consumer demand for ethical brands has continued to rise and addresses these changes with refreshed content throughout, including new and updated features, recent examples, case studies, and chapter-opening scenarios.