Public Relations: Best Practices and Applications

Public Relations: Best Practices and Applications gathers exemplary chapters, readings, excerpts, appendices, and case studies within the discipline to help bridge the gap between students' understanding of public relations and its practical application in the real world. The book is organized into three units. Unit I introduces students to the world of public relations and details a case study about a major PR crisis that involved Southwest Airlines. Unit II focuses on new media and social responsibility. Recognizing that shifts in technology, business, and digital culture require a fresh approach, this unit explores the current best practices that are shaping not what public relations is or accomplishes but how it is practiced. The final unit offers students a plethora of sample campaigns and campaign proposal examples. Enlightening and highly practical, Public Relations is an excellent supplementary textbook for courses and programs in public relations.