Test Bank for Introduction to Strategic Public Relations Digital, Global, and Socially Responsible Communication Janis Teruggi Page Lawrence J. Parnell

This is completed downloadable of Test Bank for Introduction to Strategic Public Relations Digital, Global, and Socially Responsible Communication, Janis Teruggi Page, Lawrence J. Parnell

Product Details:

• ISBN-10 ‏ : ‎ 9781506358031
• ISBN-13 ‏ : ‎ 978-1506358031
• Author:   Janis Teruggi Page, Lawrence J. Parnell

Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communicationprepares you for success in today’s fast-changing PR environment. Recognizing that developments in technology, business, and culture require a fresh approach, Janis T. Page and Lawrence Parnell have written a practical introductory text that aligns these shifts with the body of knowledge from which the discipline of public relations was built. Because the practice of public relations is rooted in credibility, the authors believe that you must become ethical and socially responsible communicators more concerned with building trust and respect with diverse communities than with creating throwaway content. The authors balance this approach with a focus on communication theory, history, process, and practice and on understanding how these apply to strategic public relations planning, as well as on learning how to create a believable and persuasive message.

 

Table of Content:

1. Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline
2. Scenario: Orlando’s Big Thank You: An Integrated Communications Campaign to Revive Tourism
3. The Image of Public Relations in Popular Culture
4. Defining Public Relations: What’s in a Name?
5. A Crowdsourced Definition From the Public Relations Society of America
6. Public Relations Scholars Weigh In
7. Insights: What Is “Public Relations”?
8. Public Relations Versus Advertising: Understanding the Difference
9. Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
10. Evolution of Corporate Philanthropy Into Corporate Social Responsibility
11. Growth of Public Relations Into a Global Industry
12. Social Media and Digital Communications Key to Growth
13. Global Public Relations Spending Trends
14. Emerging and Developing Nations
15. Roles and Functions for Public Relations Pros
16. Roles
17. Writer
18. Strategic Advisor
19. Marketing Communications Expert
20. Crisis Manager
21. The Public Relations Tool Kit
22. Media Relations
23. Employee Communications
24. Research and Strategic Planning
25. Social Media
26. Career Paths for Public Relations Professionals: Which Way Is Right for You?
27. Agency
28. PR Profile: How I Started and Built My Career
29. Corporate
30. Government
31. Nonprofit and/or Association Public Relations
32. Scenario Outcome
33. Wrap Up
34. Key Terms
35. Think About It
36. Write Like a Pro
37. Case Study
38. Chapter 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Introducing Other Pioneers
39. Scenario: Belle Moskowitz: Pioneer and Innovator in Advocacy and Issues Management
40. A History of Public Relations in the Modern Era
41. Public Relations and Press Agentry: The Era of the 1800s
42. Railroads Drive Public Relations’ Development
43. Pioneers of Modern Public Relations
44. Ivy Lee
45. Edward L. Bernays
46. Arthur W. Page
47. PR Profile: Ofield Dukes
48. Other Innovators of Modern Public Relations
49. Growth of the Public Relations Agency Sector
50. Harold Burson
51. Daniel J. Edelman
52. John W. Hill
53. Insights: African American and Women Pioneers in the Agency Field
54. Public Relations Comes of Age
55. Social Responsibility in Action: PR News Award for Best Corporate Social Responsibility Annual Report—Viacom
56. Public Relations’ Focus Differs by Organization
57. The Future of Public Relations
58. Growth and Impact of Digital Media
59. Increased Emphasis on Measurement and Return on Investment (ROI)
60. Integration of Public Relations and Marketing
61. Intersection of Public Relations and Corporate Social Responsibility
62. Improve Diversity and Inclusion
63. Globalization
64. Scenario Outcome
65. Wrap Up
66. Key Terms
67. Think About It
68. Write Like a Pro
69. Case Study
70. Chapter 3: Ethics and Law in Public Relations
71. Scenario: Good Works Upended by U.S. Border Policy
72. Ethics in Public Relations
73. Public Relations Mix-Ups and Ethical Deficits
74. Contemporary Public Relations Serves the Public Good
75. What Ethical Guidelines Should Be Used in Public Relations?
76. How to Apply Utilitarianism
77. How to Apply Absolutism
78. How to Apply Virtue Ethics
79. Insights: A Personal Framework for Ethical Reasoning in Public Relations
80. Stay Informed, Be Vigilant, Develop Professional and Personal Ethics
81. Professional Ethics
82. Personal Ethics
83. Social Responsibility Ethics
84. Visual Communication Ethics
85. PR Profile: Does Public Relations Mean Deception?
86. How Does Law Affect Public Relations?
87. Free Speech
88. Defamation
89. Insights: The Ethical Implications of Citizens United v. Federal Election Commission
90. Disclosure
91. Social Responsibility in Action: Nike and Sweatshop Labor
92. Copyright and Fair Use
93. Privacy
94. Working for the Law: Litigation Public Relations
95. Scenario Outcome
96. Wrap Up
97. Key Terms
98. Think About It
99. Write Like a Pro
100. Social Responsibility Case Study
101. Chapter 4: Foundations of Public Relations: Research and Theory
102. Scenario: Farm Town Strong: Overcoming the Rural Opioid Epidemic
103. How to Begin
104. Research: First Step in the Public Relations Process
105. Organizational Background
106. Communications Analysis
107. Issue Analysis
108. Target Publics and Public Opinion
109. SWOT Analysis
110. Primary Research Methods
111. Insights: Research Ethics Do’s and Don’ts
112. Quantitative Methods
113. Survey
114. Insights: Survey Reveals Expectations of CSR Communication
115. Content Analysis
116. Digital Analytics
117. Qualitative Methods
118. Depth Interview
119. PR Profile: Ask, Answer, Recommend: Using Research to Understand Business Goals and Develop Innovative Public Relations Strategies
120. Focus Group
121. Participant Observation
122. The Big Ideas Behind Public Relations Strategies
123. The How and Why of Theory
124. Applying Theory in Public Relations
125. Media and Mass Communication
126. Agenda-Setting Theory
127. Framing Theory
128. Social Responsibility in Action: “Color, Way of Love” Beautifies, Repairs, and Improves Schools Across China
129. Two-Step Flow
130. Spiral of Silence
131. Diffusion of Innovations
132. Uses and Gratifications Theory
133. Persuasion
134. Elaboration Likelihood Model
135. Principles of Influence
136. Inoculation Theory
137. Management Models
138. Excellence Theory
139. Image Restoration Theory
140. Scenario Outcome
141. Primary Research
142. Planning
143. Wrap Up
144. Key Terms
145. Think About It
146. Write Like a Pro
147. Social Responsibility Case Study
148. Chapter 5: Strategic Communication Planning
149. Scenario: Creating Awareness of Skin Cancer Among African Americans
150. Foundations of Strategic Planning in Strategic Public Relations
151. Situation Analysis
152. Example
153. RPIE
154. Research
155. Planning
156. Implementation
157. Evaluation
158. Objectives
159. Informational Objectives
160. Example
161. Motivational Objectives
162. Example
163. Reputational Objectives
164. Example
165. PR Profile: How Public Relations Planning Drives Social Change
166. Programming
167. Target Audience
168. Strategy
169. Key Messages
170. Example
171. Insights: Social Responsibility Planning: A Competitive Advantage?
172. Tactics
173. Timetable and Budget
174. Evaluation, Research, and Measurement
175. Evaluation
176. Ongoing Research
177. Social Responsibility in Action: Moving From Charity to Strategic Philanthropy—SAP Leads the Way
178. Stewardship to Maintain Momentum
179. Scenario Outcome
180. Wrap Up
181. Key Terms
182. Think About It
183. Write Like a Pro
184. Case Study
185. Chapter 6: Public Relations Writing: Persuasive and Audience Focused
186. Scenario: What Do Taylor Swift, Ben Harper, and Beatie Wolfe Have in Common?
187. For a Public Relations Career, You Had Better Become a Good Writer
188. Understanding Communication
189. Schramm’s Model of Mass Communication
190. Public Relations Writing Strategy and Style
191. Always Approach Writing Strategically
192. Recipe for Success
193. Insights: AP Style “Cheat Sheet”
194. The Curse of Knowledge
195. Beyond Strategy: Form
196. Generating Content: Public Relations Writing Essentials
197. That First Job
198. Social Responsibility in Action: Nespresso In South Sudan
199. The News Release
200. Inverted Pyramid
201. The Format, Step by Step
202. It’s Digital! And That’s Good
203. Multimedia News Releases
204. Writing for Social Media
205. Fact Sheet
206. Backgrounder
207. The One-on-One Pitch
208. News Features and Op-Eds
209. Features
210. Op-Eds
211. Media Kit
212. Speechwriting
213. PR PROFILE: I Love What Public Relations Is All About
214. Writing for Organizational Media and Digital Environments
215. Innovative Storytelling in CSR Reports
216. Scenario Outcome
217. Wrap Up
218. Key Terms
219. Think About It
220. Write Like a Pro
221. Social Responsibility Case Study
222. Chapter 7: Media Relations in a Digital World
223. Scenario: Building Awareness for Aflac’s CSR and Philanthropy
224. The State of the News Media Today
225. Research on the Media
226. Current Practice of Media Relations
227. Monitor the Media for Best Results
228. Social Responsibility in Action: Hyundai Motors Introduces Drivers to the Future
229. PR Profile: Media Relations—It’s All About Building Relationships
230. Media Relations in Political Communications
231. Media Relations in Crisis Situations
232. Bloggers
233. Trade and Professional Media
234. Communications Theory and Media Relations
235. Gatekeeping
236. Agenda Setting
237. Framing
238. Measuring News Coverage
239. Advertising Value Equivalence
240. Impressions—Better, but Not Good Enough
241. Guidelines for Measuring Media Coverage Impact
242. Positive, Negative, and Neutral Analysis and Key Message Visibility
243. Message Testing
244. Global Media Relations Trends and Tactics
245. Insights: Effective Global Public Relations Requires Specific Knowledge and Strategy
246. Excellence Theory and Global Applications
247. Ethical Standards in Global Media Relations
248. Scenario Outcome
249. Execution
250. Results
251. CES Show—Launch
252. Executive Visibility—CSR-Related
253. Wrap Up
254. Key Terms
255. Think About It
256. Write Like a Pro
257. Social Responsibility Case Study
258. Chapter 8: Social Media and Emerging Technologies
259. Scenario: Owning a VW Is Like Being in Love
260. Social Media
261. Historical Context
262. Social and Emerging Media Use
263. The Value and Strategies of Social Media
264. Social Network Theory
265. PR Embraces Digital and Social Media
266. Driver of Public Relations Growth
267. Media Relations
268. Social Influencers
269. Crisis Situations and Risk Management
270. Insights: Vaccines: Social Media and Misinformation
271. Using Social Media to Build Credibility
272. Corporate Social Responsibility
273. PR Profile: Why a Communications Campaign Is Only as Good as Its Social Media Strategy
274. A Showcase of Digital and Social Media PR Practices
275. Industry News Sources
276. Facebook
277. Instagram
278. How Can a Small Brand Use Social Media to Grow?
279. Twitter
280. TikTok
281. Apps
282. LinkedIn
283. Social Responsibility in Action: #RepresentLove
284. YouTube and Second Screens
285. Podcasts
286. Augmented Reality
287. Interactive Microsites
288. Evaluating Social Media and Looking to the Future
289. Scenario Outcome
290. Wrap Up
291. Key Terms
292. Think About It
293. Write Like a Pro
294. Case Study
295. Chapter 9: Corporate Social Responsibility and Community Relations
296. Scenario: How Do Smaller U.S. Businesses Practice and Communicate Their Corporate Social Responsibility?
297. Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?
298. Origins and Driving Forces of Corporate Social Responsibility
299. 1900s to 1950s
300. 1960s and 1970s
301. 1980s and 1990s
302. 21st Century
303. Social Responsibility Is Foundational in Public Relations Today
304. Ever-Changing Demands of Stakeholders
305. Who Is a Stakeholder?
306. Prioritizing Stakeholders
307. Strategic Benefits of Social Responsibility
308. Six Practice Areas of Corporate Social Responsibility
309. Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation
310. Insights: The New Heroes: Social Entrepreneurs
311. Key Building Blocks of Corporate Social Responsibility
312. More Corporate Social Responsibility Building Blocks
313. Positive Impact on Reputation
314. Lesson From the Leader: Take a Stand
315. Corporate Social Responsibility Communication Is Essential
316. CEOs Take Stances on Social Issues
317. Communicating Corporate Social Responsibility: Opportunities and Challenges
318. PR Profile: The Art of Being More in a World of Change
319. Communicating CSR
320. Best Practices in Corporate Social Responsibility Communications
321. A Good Starting Point
322. How to Talk “Corporate Social Responsibility”
323. The Beauty of Creative Annual Reports
324. Community Relations and Corporate Social Responsibility
325. Earning Trust
326. An Intimate Look at Community Relations
327. Businesses Earn Trust as Good Citizens
328. Public Relations With Diverse Communities
329. Latinos in the United States: One in Four by 2045
330. Asian American Community: Breaking the Silence
331. African Americans: Talking About Sickle Cell
332. Social Responsibility in Action: Ending the Need for “The Talk”
333. Profiles of Community Corporate Social Responsibility Successes and Challenges
334. Target
335. H&M
336. Scenario Outcome
337. Wrap Up
338. Key Terms
339. Think About It
340. Write Like a Pro
341. Social Responsibility Case Study
342. Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
343. Scenario: How Can You Inspire 100,000 Employees to Talk About Your Brand?
344. Employee Relations and Healthy Organizations
345. Internal Communication
346. Corporate Culture
347. Leadership
348. Public Relations and Employee Engagement
349. Insights: NBA Legends Find Their Voice
350. Public Relations Supports Five Characteristics of a Healthy Organization
351. Effective Sharing of Goals
352. Teamwork
353. High Employee Morale
354. Adapts to Risks, Opportunities, and Changes
355. Defined Policies and Structure
356. Traits a Corporate Culture Should Exhibit
357. Constructive Relationships
358. Empowerment
359. Morality and Honesty
360. Diversity
361. Employee Advocacy
362. Mergers and Acquisitions
363. A Growing Trend
364. Yoga Rooms Versus Boardrooms
365. M&As Can Often Disappoint
366. Public Relations Strategy
367. Communication Challenges and Opportunities
368. Need for Organizational Clarity
369. Social Responsibility in Action: HP “Reinvents Minds” to Nurture Diversity
370. Public Relations Communication Tactics
371. Intranet
372. Video Storytelling
373. Employee Programs
374. Evaluating Employee Communication
375. Employee Relations and Corporate Social Responsibility
376. PR Profile: Why Simplicity Is Beautiful in Employee Communication Strategy
377. Corporate Social Responsibility Aids Employee Recruitment and Retention
378. Examples of Excellence
379. Scenario Outcome
380. Wrap Up
381. Key Terms
382. Think About It
383. Write Like a Pro
384. Social Responsibility Case Study
385. Chapter 11: Corporate Communication and Reputation Management
386. Scenario: The Starbucks “Race Together” Campaign
387. The Modern Corporation: Meeting the Challenge
388. Companies Are Multifaceted Organizations
389. The Issue of Trust
390. Critical Role for Corporate Public Relations
391. Communication’s Place in the Company
392. Core Competencies of Corporate Communications
393. Corporate Media Relations
394. Digital Media Relations
395. A 24-Hour-a-Day Job
396. Fundamental Practices Remain
397. On the Job in Media Relations
398. Crisis Media Relations
399. Corporate Branding and Reputation
400. Special Events and Sponsorships
401. Insights: Corporate Branding
402. PR Profile: Authenticity Is Key to Engaging LGBTQ Audiences
403. Internal Communications
404. Social Responsibility in Action: Booz Allen Hamilton’s 100th Anniversary Campaign: Celebrating a Tradition of Community Service and Market Leadership
405. Corporate Communications and Corporate Social Responsibility
406. Financial Communications, Media Relations, and Investor Relationships
407. Financial Communications
408. Going Public
409. Business, Financial, and Consumer Media
410. Investor Relations
411. Scenario Outcome
412. Wrap Up
413. Key Terms
414. Think About It
415. Write Like a Pro
416. Social Responsibility Case Study
417. Chapter 12: Issues Management and Crisis Communication
418. Scenario: Hurricane Maria Devastates Puerto Rico (2017): Changing Perceptions to Encourage Tourism and Boost the Economy
419. Issues Management
420. The Benefits of Issues Management
421. Issue Life Cycle
422. Crisis Communications
423. The Organizational Crisis
424. Problem Versus a Crisis
425. Product Crisis
426. PR Profile: Emotional Intelligence and Ethics: Keys to Crisis Management
427. Social Responsibility in Action: Samsung Employees Participate in a Nationwide Day of Service
428. Litigation Crisis
429. Preparing for and Managing a Crisis
430. Insights: Communications Theory and Crisis Management
431. Crisis Plan Development
432. Prepare a Crisis Checklist
433. Crisis Stage
434. Crisis Recovery
435. Crisis and Social Media
436. Examples
437. Volume, Velocity, and Variety
438. Scenario Outcome
439. Results
440. Wrap Up
441. Key Terms
442. Think About It
443. Write Like a Pro
444. Social Responsibility Case Study
445. Chapter 13: Sports, Tourism, and Entertainment
446. Scenario: A Tweet Creates a Crisis for the NBA
447. Opportunities and Challenges of Sports Public Relations
448. Public Relations Plays a Strategic Part in Sports
449. Social Media’s Winning Game
450. Public Relations Careers for Sports Lovers
451. Publicizing the Good, Dealing With the Bad
452. The Right Way to Handle Wrongs
453. Social Responsibility in Action: Being Good Sports: How Athletes and Teams Give Back to Their Community
454. What’s in a Name?
455. Corporations Name Stadiums
456. Huge Investments of Millions Each Year
457. Public Relations Values and Risks
458. Tourism: More Than Sightseeing
459. The Role of Public Relations
460. Public Relations Plan for a Music Festival
461. Threats and Crises
462. Most Unforeseen, Few Preventable
463. Insights: ECOTOURS and Outdoor Leadership
464. Spotlight on Mexico
465. Small-Town Festivals Draw Big Crowds
466. Midwestern Traditions
467. Good Training Grounds for Public Relations
468. Entertainment Public Relations: Publicity and Much More
469. Publicists and Celebrities
470. The Broader Field
471. PR Profile: Pro Basketball’s Dedication to Community
472. Foundations and Corporations
473. Scenario Outcome
474. Wrap Up
475. Key Terms
476. Think About It
477. Write Like a Pro
478. Sports Innovation Case Study
479. Chapter 14: Nonprofit, Health, Education, and Grassroots Organizations
480. Scenario: How Can We Keep Kids Safe in a World Filled With Risks?
481. Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners
482. The World of Nonprofits
483. A Healthy Field With Its PR Challenges
484. Fundraising, Development, and Recruiting
485. Nongovernmental Organizations
486. Nonprofits’ Use of Social Media
487. What You Say Versus How You Say It
488. Social Responsibility in Action: 50th Anniversary of the Stonewall Uprising
489. Health Communication
490. Health Communications in Organizations
491. Health Communication Public Relations Agencies
492. A WINNING CAMPAIGN FOR GCI: HealthiHer Minds, Bodies, Careers
493. PR Profile: Health Care Public Relations: A Higher Calling
494. Health Communication Strategies
495. Public Relations Support of Educational Institutions
496. The Role of Public Relations in Higher Education
497. Social Media Strategies
498. Align Social Media Goals With Institutional Goals
499. Match Platform(s) With Audience(s)
500. Define Your Institution’s Authentic Social Media Voice
501. Audit the Institution’s Social Media Profiles
502. K–12 Education
503. Multicultural Public Relations and Education
504. HP’s Reinvent Mindsets
505. Partnership With HBCUs
506. Public Relations in Grassroots Organizations
507. Public Relations Tactics
508. Sometimes, It Just Takes Two
509. Two Women’s Facebook Posts Inspire Half a Million
510. Insights: Activism Is Now the New Normal
511. Two Bostonians Stop the Olympics
512. Two Partners Spark a Movement
513. Scenario Outcome
514. FedEx
515. GM
516. Johnson & Johnson
517. Wrap Up
518. Key Terms
519. Think About It
520. Write Like a Pro
521. Social Responsibility Case Study
522. Chapter 15: Public Affairs, Government Relations, and Political Communications
523. Scenario: Ebola on the Doorstep of America
524. Public Affairs, Government Relations, and Political Communications
525. An Overview of Public Affairs, Government Relations, and Political Communication
526. Public Affairs
527. Government Relations
528. Political Communication
529. Public Affairs as Compared to Public Relations
530. Why Does the Government Call It Public Affairs?
531. Crisis Management in Governmental Public Affairs
532. Military Public Affairs
533. Government Relations and Lobbying
534. Government Relations and Public Affairs
535. Why Is It Called Lobbying?
536. Applying Public Relations Strategy to Campaigns and Elections
537. Social Responsibility in Action: Humana’s Campaign for a Healthy Mississippi
538. Fundamental to Politics
539. Game of Leapfrog
540. Negative Versus Positive
541. Insights: Ringmasters of Political Communications
542. The Changing Role of the Press Secretary
543. Scenario Outcome
544. Wrap Up
545. Key Terms
546. Think About It
547. Write Like a Pro
548. Social Responsibility Case Study
549. Chapter 16: Global Public Relations and Public Diplomacy
550. SCENARIO: “Like a Girl”: Positive and Confident
551. An Overview of Global Communications
552. Storytelling and Global Public Relations
553. The Halo Effect
554. Crisis Considerations
555. Social Responsibility in Action: Coca-Cola Creates Brand Loyalty Through Sustainability Efforts in India
556. Cultural Intelligence
557. CEO Activism and Global Public Relations/Corporate Social Responsibility
558. Working Internationally to Develop Global Public Relations Skills
559. Global Public Relations in Different Settings
560. Corporate
561. PR Profile: A Manager’s Journal: Working Internationally for a Global Corporation
562. Nonprofits
563. Insights: Changing Perceptions of a Global Brand
564. Government
565. Public Diplomacy, Strategic Public Relations, and Social Responsibility
566. Public Diplomacy and Public Relations
567. Scenario Outcome
568. Wrap Up
569. Key Terms
570. Think About It
571. Write Like a Pro
572. Social Responsibility Case Study
573. Glossary
574. References
575. Index