Brigitta R. Brunner, PHD, is Professor, School of Communication & Journalism, Auburn University. She is editor of the Journal of Public Interest Communications and author of Creating Citizens: Liberal Arts and Community & Civic Engagement in the Land-grant Tradition and The Moral Compass of Public Relations. Dr. Brunner has published numerous journal articles in areas including civic engagement, civil professionalism, diversity, and education.

“Viewed as an entire book, this was an overwhelming read, especially if consumed from cover to cover. Take that as a positive attribute. It feels neither “dumbed down” for the practitioner nor full of complex, dry language aimed at the academic. The tone is just right, and the presented information figuratively jumps out to the reader on every page. I can see this book being close at hand on many a bookshelf, aiding the reader on many occasions in many situations.” - Darren Paul Ingram, University of Oulu,  Finland for Journalism & Mass Communication Quarterly 1-3

• Notes on Contributors viiAcknowledgments xiii1 What Is Theory? 1Brigitta R. Brunner2 Strategy 13Ana María Suárez‐Monsalve and Juan‐Carlos Molleda3 Crisis Communication, Risk Communication, and Issues Management 31W. Timothy Coombs, Sherry J. Holladay, and Elina Tachkova4 Diversity 49Dean Mundy5 Ethics 63Tor Bang6 Dialogue and Organization–Public Relationships 79Maureen Taylor, Michael L. Kent, and Ying Xiong7 Social Media and Emerging Media: Theoretical Foundations 97Karen Freberg8 Nonprofits 113Geah Pressgrove and Richard D. Waters9 Globalization 125Chiara Valentini10 Community 141Marina Vujnovic and Dean Kruckeberg11 Activism 159Erica Ciszek12 Media Relations and Challenges in a Digital Media Era 175Samsup Jo13 Corporate Social Responsibility 185Chun‐Ju Flora Hung‐Baesecke, Yi‐Ru Regina Chen, Cindy Sing‐Bik Ngai, and Minqin Ma14 Health Public Relations 203Shelley Aylesworth‐Spink15 Investor Relations 219Alexander V. Laskin16 Political Communication and Government Relations 233Barbara Myslik and Spiro KiousisIndex 249

Brigitta R. Brunner, PHD, is Professor, School of Communication & Journalism, Auburn University. She is editor of the Journal of Public Interest Communications and author of Creating Citizens: Liberal Arts and Community & Civic Engagement in the Land-grant Tradition and The Moral Compass of Public Relations. Dr. Brunner has published numerous journal articles in areas including civic engagement, civil professionalism, diversity, and education.

“Viewed as an entire book, this was an overwhelming read, especially if consumed from cover to cover. Take that as a positive attribute. It feels neither “dumbed down” for the practitioner nor full of complex, dry language aimed at the academic. The tone is just right, and the presented information figuratively jumps out to the reader on every page. I can see this book being close at hand on many a bookshelf, aiding the reader on many occasions in many situations.” - Darren Paul Ingram, University of Oulu,  Finland for Journalism & Mass Communication Quarterly 1-3

• Notes on Contributors viiAcknowledgments xiii1 What Is Theory? 1Brigitta R. Brunner2 Strategy 13Ana María Suárez‐Monsalve and Juan‐Carlos Molleda3 Crisis Communication, Risk Communication, and Issues Management 31W. Timothy Coombs, Sherry J. Holladay, and Elina Tachkova4 Diversity 49Dean Mundy5 Ethics 63Tor Bang6 Dialogue and Organization–Public Relationships 79Maureen Taylor, Michael L. Kent, and Ying Xiong7 Social Media and Emerging Media: Theoretical Foundations 97Karen Freberg8 Nonprofits 113Geah Pressgrove and Richard D. Waters9 Globalization 125Chiara Valentini10 Community 141Marina Vujnovic and Dean Kruckeberg11 Activism 159Erica Ciszek12 Media Relations and Challenges in a Digital Media Era 175Samsup Jo13 Corporate Social Responsibility 185Chun‐Ju Flora Hung‐Baesecke, Yi‐Ru Regina Chen, Cindy Sing‐Bik Ngai, and Minqin Ma14 Health Public Relations 203Shelley Aylesworth‐Spink15 Investor Relations 219Alexander V. Laskin16 Political Communication and Government Relations 233Barbara Myslik and Spiro KiousisIndex 249

Brigitta R. Brunner, PHD, is Professor, School of Communication & Journalism, Auburn University. She is editor of the Journal of Public Interest Communications and author of Creating Citizens: Liberal Arts and Community & Civic Engagement in the Land-grant Tradition and The Moral Compass of Public Relations. Dr. Brunner has published numerous journal articles in areas including civic engagement, civil professionalism, diversity, and education.

“Viewed as an entire book, this was an overwhelming read, especially if consumed from cover to cover. Take that as a positive attribute. It feels neither “dumbed down” for the practitioner nor full of complex, dry language aimed at the academic. The tone is just right, and the presented information figuratively jumps out to the reader on every page. I can see this book being close at hand on many a bookshelf, aiding the reader on many occasions in many situations.” - Darren Paul Ingram, University of Oulu,  Finland for Journalism & Mass Communication Quarterly 1-3

• Notes on Contributors viiAcknowledgments xiii1 What Is Theory? 1Brigitta R. Brunner2 Strategy 13Ana María Suárez‐Monsalve and Juan‐Carlos Molleda3 Crisis Communication, Risk Communication, and Issues Management 31W. Timothy Coombs, Sherry J. Holladay, and Elina Tachkova4 Diversity 49Dean Mundy5 Ethics 63Tor Bang6 Dialogue and Organization–Public Relationships 79Maureen Taylor, Michael L. Kent, and Ying Xiong7 Social Media and Emerging Media: Theoretical Foundations 97Karen Freberg8 Nonprofits 113Geah Pressgrove and Richard D. Waters9 Globalization 125Chiara Valentini10 Community 141Marina Vujnovic and Dean Kruckeberg11 Activism 159Erica Ciszek12 Media Relations and Challenges in a Digital Media Era 175Samsup Jo13 Corporate Social Responsibility 185Chun‐Ju Flora Hung‐Baesecke, Yi‐Ru Regina Chen, Cindy Sing‐Bik Ngai, and Minqin Ma14 Health Public Relations 203Shelley Aylesworth‐Spink15 Investor Relations 219Alexander V. Laskin16 Political Communication and Government Relations 233Barbara Myslik and Spiro KiousisIndex 249