PR Strategy and Application: Managing Influence

This textbook is unique in its focus on how public relations impacts society. This is a minor or assumed topic in other textbooks. In addition to having effects of PR as it main focus, the book will include cases and ethical challenges in each chapter and cover in–depth a number of topics that are seldom considered elsewhere (e.g. the internet, International, public policy). The focus of such a text is on discussion, not answers, making it ideal for fostering classroom discussion. Classroom Features: 1. Discussion Questions 2. Suggested Readings 3. Case Studies to be used for Class Analysis and Discussion 4. Recommended Viewing: DVDs that can be used to illustrate key ideas covered in the chapter. Not all chapters will have this feature 5. Sample Exercises

Preface 1. Introduction and Overview 2. Public Relations Contested and Ethically Challenged 3. Public Relations and Transparency 4. Public Relations as Strategic Communication 5. Public Relations as Activism 6. Media Relations: Shaping the News 7. Technological Development and Online Public Relations 8. Social Marketing 9. Reputation Management 10. Issues Management 11. Risk Communication 12. Crisis Communication 13. Corporate Social Responsibility: A New Driver for Public Relations 14. Public Relations Goes International 15. Conclusion: Does Society Need Public Relations? Appendix 1: US Food & Drug Administration News Release Appendix 2: US Centers for Disease Control and Prevention News Release Appendix 3: American Veterinary Medical Association Media Alert Appendix 4: US Food & Drug Administration Pitch Letter Guidance References Index

W. Timothy Coombs is Professor of Corporate Communication at Eastern Illinois University.  He is the author of Code Red in the Boardroom (2006), Today’s Public Relations (2006), and It′s Not Just PR (with Sherry Holladay, 2007), and co–editor (with Sherry Holladay) of the Handbook of Crisis Communication (Wiley–Blackwell 2010). Sherry J. Holladay is Professor of Corporate Communication at Eastern Illinois University. She is the author of numerous articles related to corporate communication.