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.

Public Relations: Principles, Origins, and Practice guides readers through the multifaceted world of public relations (PR), examining its role and evolution in a society that is rapidly changing due to technological advances and cultural shifts. It offers a holistic view of PR by exploring the importance of reputation and relationships, PR’s impact on societal norms, its application in times of crises, the significance of ethics and laws, and the importance of diversity within the field.

The book explores an extensive range of topics, including the key principles of communication and persuasion models and theories, the intersection of business literacy within PR practice, and the stages of the public relations process. It also addresses the impact of emerging technologies and data in PR, the dynamics of media relations, and the global landscape of public relations practices. Readers learn about current trends and issues within the industry, and the book provides an insightful overview of the diverse career paths in PR.

Public Relations is particularly suited for courses in public relations, strategic communication, communication studies, marketing, and business administration programs. The content is laid out to facilitate scholarly comprehension and practical application, serving as a valuable resource for those aspiring to enter or advance in the field of public relations. This text covers the full range of topics for those interested in studying for the APR, APR M, or Certificate in Principles of Public Relations exams.