You are here

Resources to help you transition to teaching online

Instructors: To support your transition to online learning, please see our resources and tools page whether you are teaching in the UK, or teaching outside of the UK.

Inspection copy update April 2020: Due to the current restrictions in place in response to COVID-19, our inspection copy policy has changed. Please refer to our updated inspection copy policy for full details. If you have recently placed an inspection copy order with us, we will be in touch to advise of any changes.

Introduction to Public Relations

Introduction to Public Relations
Strategic, Digital, and Socially Responsible Communication

Second Edition
Additional resources:

Other Titles in:
Public Relations (Analysis)

October 2020 | 448 pages | SAGE Publications, Inc
Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication presents a comprehensive introduction to the field of public relations (PR) with a focus on new media and social responsibility. Recognizing that the shifts in technology, business, and culture require a fresh approach, authors Janis Teruggi Page and Lawrence J. Parnell show students how today's PR professionals create persuasive messages with modern technologies while working in line with the industry's foundations. The authors balance this approach with a focus on understanding communication theory, history, process, and practice, and how all these concepts can be applied to strategic PR planning. The Second Edition features new and refreshed content throughout, including cases, chapter-opening scenarios, and profiles of both young and senior practitioners with tips and career guidance for student success.
About the Authors
Chapter 1: Strategic Public Relations: A Constantly Evolving Discipline
The Image of Public Relations in Popular Culture

Defining Public Relations: What’s in a Name?

Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?

Growth of Public Relations Into a Global Industry

Roles and Functions for Public Relations Pros

Career Paths for Public Relations Professionals: Which Way Is Right for You?

Chapter 2: The History of Modern Public Relations: From Barnum to Lee, Bernays to Page, and Introducing Other Pioneers
A History of Public Relations in the Modern Era

Growth of the Public Relations Agency Sector

The Future of Public Relations

Chapter 3: Ethics and Law in Public Relations
Ethics in Public Relations

Stay Informed, Be Vigilant, Develop Professional and Personal Ethics

How Does Law Affect Public Relations?

Chapter 4: Foundations of Public Relations: Research and Theory
How to Begin

Primary Research Methods

The Big Ideas Behind Public Relations Strategies

Scenario Outcome

Chapter 5: Strategic Communication Planning
Foundations of Strategic Planning in Strategic Public Relations



Evaluation, Research, and Measurement

Chapter 6: Public Relations Writing: Persuasive and Audience Focused
For a Public Relations Career, You Had Better Become a Good Writer

Public Relations Writing Strategy and Style

Generating Content: Public Relations Writing Essentials

Chapter 7: Media Relations in a Digital World
The State of the News Media Today

Communications Theory and Media Relations

Measuring News Coverage

Global Media Relations Trends and Tactics

Chapter 8: Social Media and Emerging Technologies
Social Media

The Value and Strategies of Social Media

A Showcase of Digital and Social Media PR Practices

Evaluating Social Media and Looking to the Future

Chapter 9: Corporate Social Responsibility and Community Relations
Defining Corporate Social Responsibility and Sustainability Communications: Doing Well by Doing Good, or Is It More Complex?

Successful Corporate Social Responsibility Flows From Business Culture and Builds Reputation

Communicating Corporate Social Responsibility: Opportunities and Challenges

Community Relations and Corporate Social Responsibility

Chapter 10: Employee Relations, Corporate Culture, and Social Responsibility
Employee Relations and Healthy Organizations

Public Relations and Employee Engagement

Communication Challenges and Opportunities

Employee Relations and Corporate Social Responsibility

Chapter 11: Corporate Communication and Reputation Management
The Modern Corporation: Meeting the Challenge

Core Competencies of Corporate Communications

Corporate Communications and Corporate Social Responsibility

Financial Communications, Media Relations, and Investor Relationships

Chapter 12: Issues Management and Crisis Communication
Issues Management

Crisis Communications

Preparing for and Managing a Crisis

Chapter 13: Sports, Tourism, and Entertainment
Opportunities and Challenges of Sports Public Relations

Tourism: More Than Sightseeing

Entertainment Public Relations: Publicity and Much More

Chapter 14: Nonprofit, Health, Education, and Grassroots Organizations
Nonprofits: Size, Impact, and Opportunity for Public Relations Practitioners

Health Communication

Public Relations Support of Educational Institutions

Public Relations in Grassroots Organizations

Chapter 15: Public Affairs, Government Relations, and Political Communications
Public Affairs, Government Relations, and Political Communications

Government Relations and Lobbying

Applying Public Relations Strategy to Campaigns and Elections

Chapter 16: Global Public Relations and Public Diplomacy
An Overview of Global Communications

Global Public Relations in Different Settings

Public Diplomacy, Strategic Public Relations, and Social Responsibility



Instructor Resource Site

Instructors: SAGE Coursepacks and SAGE Edge online resources are included FREE with this text. For a brief demo, contact your sales representative today.

SAGE Coursepacks for instructors makes it easy to import our quality content into your school’s learning management system (LMS)*. Intuitive and simple to use, it allows you to

Say NO to…
  • required access codes
  • learning a new system

Say YES to…

  • using only the content you want and need
  • high-quality assessment and multimedia exercises

*For use in: Blackboard, Canvas, Brightspace by Desire2Learn (D2L), and Moodle

Don’t use an LMS platform? No problem, you can still access many of the online resources for your text via SAGE Edge.

With SAGE coursepacks, you get:

  • quality textbook content delivered directly into your LMS;
  • an intuitive, simple format that makes it easy to integrate the material into your course with minimal effort;
  • assessment tools that foster review, practice, and critical thinking, including:
    • test banks built on Bloom’s Taxonomy that provide a diverse range of test items with electronic test generation;
    • diagnostic chapter tests that identify opportunities for improvement, track student progress, and ensure mastery of key learning objectives;
    • instructions on how to use and integrate the comprehensive assessments and resources provided;
  • editable, chapter-specific PowerPoint® slides that offer flexibility when creating multimedia lectures so you don’t have to start from scratch;
  • sample course syllabi with suggested models for structuring your course that give you options to customize your course to your exact needs;
  • all tables and figures from the textbook; and
  • KSAs for the PR Certificate that show the alignment between the text and the requirements for the PR exam.

Student Study Site

SAGE Edge for students enhances learning, it’s easy to use, and offers:
  • an open-access site that makes it easy for students to maximize their study time, anywhere, anytime;
  • eFlashcards that strengthen understanding of key terms and concepts; and
  • learning objectives that reinforce the most important mat