Brigitta R. Brunner - Böcker

The civic and moral responsibilities of public relations are hotly contested topics. While many researchers call for focusing on ethics in public relations, they concentrate on ethics in relation to how people do their jobs. In actuality, emphasis should move beyond professional codes of ethics to include general morality and citizenship. Currently, as the profession receives greater scrutiny, it is important to be aware of the value of public relations in the community. This book centers on four areas of public relations’ conscience in order to examine its role in morality and citizenship: civic professionalism, corporate social responsibility, ethics, and public communication. This approach will help to answer the question of what is public relations’ responsibility to the public good.

The comprehensive guide to applied PR theory in the 21st centuryPublic Relations Theory explores the central principles and theoretical components of public relations and their practical applications in actual situations. This informative text helps readers to understand the concepts, approaches, and perspectives of PR theory and learn development methods, implementation strategies, management techniques, and more. Chapters written by recognized experts on each topic provide readers with knowledge on how, when, and why appropriate theories are applied. Focusing on how organizations and individuals integrate theory in a public relations framework, each chapter explains one function, explores its potential challenges and opportunities, provides an example of the function in practice, and offers discussion questions and additional reading suggestions.Unique in structure, this text arranges chapters by function, rather than theory, allowing readers to see how multiple theories can be applied to each public relations function and how theories can be used in different professional settings. Comprehensive treatment of topics including social and emerging media, globalization, public diplomacy, corporate and investor relations, and others ensures relevant and timely coverage of contemporary PR issues. Demonstrates how public relations theory is applied in real-world practiceIllustrates how successfully applied public relations theories lead to positive outcomesDiscusses the relevance of public relations with accessible and engaging languageOffers multiple perspectives from leading international public relations scholarsIncludes pedagogical tools including chapter discussion questions, practical examples, tables, and suggested reading listsPublic Relations Theory: Application and Understanding is suitable for instructors and graduate and advanced undergraduate students in courses on public relations theory, as well as practitioners seeking further knowledge on the most current developments in the field.

The comprehensive guide to applied PR theory in the 21st centuryPublic Relations Theory explores the central principles and theoretical components of public relations and their practical applications in actual situations. This informative text helps readers to understand the concepts, approaches, and perspectives of PR theory and learn development methods, implementation strategies, management techniques, and more. Chapters written by recognized experts on each topic provide readers with knowledge on how, when, and why appropriate theories are applied. Focusing on how organizations and individuals integrate theory in a public relations framework, each chapter explains one function, explores its potential challenges and opportunities, provides an example of the function in practice, and offers discussion questions and additional reading suggestions.Unique in structure, this text arranges chapters by function, rather than theory, allowing readers to see how multiple theories can be applied to each public relations function and how theories can be used in different professional settings. Comprehensive treatment of topics including social and emerging media, globalization, public diplomacy, corporate and investor relations, and others ensures relevant and timely coverage of contemporary PR issues. Demonstrates how public relations theory is applied in real-world practiceIllustrates how successfully applied public relations theories lead to positive outcomesDiscusses the relevance of public relations with accessible and engaging languageOffers multiple perspectives from leading international public relations scholarsIncludes pedagogical tools including chapter discussion questions, practical examples, tables, and suggested reading listsPublic Relations Theory: Application and Understanding is suitable for instructors and graduate and advanced undergraduate students in courses on public relations theory, as well as practitioners seeking further knowledge on the most current developments in the field.

The civic and moral responsibilities of public relations are hotly contested topics. While many researchers call for focusing on ethics in public relations, they concentrate on ethics in relation to how people do their jobs. In actuality, emphasis should move beyond professional codes of ethics to include general morality and citizenship. Currently, as the profession receives greater scrutiny, it is important to be aware of the value of public relations in the community. This book centers on four areas of public relations’ conscience in order to examine its role in morality and citizenship: civic professionalism, corporate social responsibility, ethics, and public communication. This approach will help to answer the question of what is public relations’ responsibility to the public good.

This edited volume assembled by Brigitta R. Brunner and Kelly Chernin serves as an introduction to the emerging field of public interest communications (PIC) and establishes a solid vision for the interdisciplinary field by identifying its foundations, practical uses, and lasting importance.PIC began on the heels of monumental movements toward societal change for the public good in the U.S., including the Civil Rights Movement, the Stonewall Riots, and the establishment of the Environmental Protection Agency. Contributors provide essential historic context alongside contemporary examples such as COVID-19 misinformation and book bans to emphasize how PIC, with its primary goal of fostering effective communication between public and private stakeholders, is not only relevant but necessary as our society continues to grapple with astronomical issues including climate change, economic and racial inequality, and the rise of authoritarianism. Although PIC is rooted within strategic communication, contributors from disciplines as diverse as journalism, business, and even biology demonstrate the necessity of utilizing interdisciplinary approaches and methods toward establishing ongoing operative strategies that improve the human condition and, crucially, last beyond a single campaign.