The Practice of Public Relations
Edition: 1
Copyright: 2021
Edition: 1
Copyright: 2021
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The Practice of Public Relations provides an overview of the nuances and intricacies of the public relations industry from the perspective of a corporate public relations practitioner and explores the relationship between an organization’s public relations department and its other communication-based functions such as investor relations, community relations, and employee relations.
The book is divided into the following sections:
- The first section (Chapters 2–8) explores the pillars of the industry: history, ethics, theory, planning, writing, and measurement.
- The second section (Chapters 9–15) defines and explains each function in an organization supported by the public relations department. This includes media relations, investor relations, community relations, crisis management, public affairs, employee relations, and customer relations. A separate chapter on corporate social responsibility (CSR) is featured because of its increasing significance in the business world, as well as its connection to public relations.
- The last portion of the book, Spotlights & Cases, highlights CSR programs and community relations initiatives successfully implemented by global brands such as Coca-Cola, Starbucks, Warby-Parker, and water.org, each written by emerging public relations professionals. These ideas serve as the basis for conversation and discussion about the past, present, and future of the public relations industry
By reading this book, aspiring public relations professionals gain an appreciation for the industry’s fundamentals, as well as the strategic role it plays in supporting other areas of an organization.
ABOUT THE AUTHOR
INTRODUCTION
PART 1: INDUSTRY FUNDAMENTALS
CHAPTER 1: PUBLIC RELATIONS AND THE PPR MODEL
CHAPTER 2: HISTORY OF PUBLIC RELATIONS
CHAPTER 3: ETHICS AND PUBLIC RELATIONS
CHAPTER 4: PUBLIC RELATIONS THEORY
CHAPTER 5: PLANNING AND STRATEGIC COMMUNICATION
CHAPTER 6: PUBLIC RELATIONS WRITING AND SOCIAL MEDIA
CHAPTER 7: PR MEASUREMENT AND EVALUATION
PART 2: THE PRACTICE OF PUBLIC RELATIONS
CHAPTER 8: MEDIA RELATIONS
CHAPTER 9: INVESTOR RELATIONS
CHAPTER 10: COMMUNITY RELATIONS
CHAPTER 11: CORPORATE SOCIAL RESPONSIBILITY
CHAPTER 12: CRISIS MANAGEMENT
CHAPTER 13: PUBLIC AFFAIRS
CHAPTER 14: EMPLOYEE RELATIONS
CHAPTER 15: CUSTOMER RELATIONS
INDUSTRY CASES AND SPOTLIGHTS
REFERENCES
Kathryn Lancioni is an internationally recognized expert in the field of public relations. With more than 25 years of experience in the industry, Ms. Lancioni has a unique appreciation and understanding of its dynamic landscape working as a journalist, public relations executive, communications strategist and college professor.
Over the past several decades, Ms. Lancioni has helped dozens of domestic and multinational companies conquer their market research, branding, and public relations and investor relations challenges. She has worked with media at the highest levels, taken companies public on the New York Stock Exchange, directed global communications programs, counseled clients through monumental crises, and relaunched lagging brands.
Starting with her earliest days in the field, Ms. Lancioni has been continually challenged to help companies discover their competitive edge. She has empowered start-ups to realize unexpected target markets, developed insightful growth-minded strategies for beleaguered brands, and constructed out-of-the box communication programs for global powerhouses.
From the mid-1990s to early 2000s, Ms. Lancioni had the opportunity to work for some of the world’s leading PR agencies, including Edelman, Ogilvy, and Weber-Shandwick. After nearly on the agency side, she moved into the corporate arena, advising both emerging and established organizations. From 2001 to 2006, she led the global communications and investor relations program of PanAmSat. In 2006, she launched Communication Insights, a communications consultancy providing strategic guidance and support to a variety of domestic and global organizations.
Alongside her industry work, Ms. Lancioni has been teaching the nuances of public relations to students in colleges and universities across the United States. She has served on the faculty of Farleigh Dickinson University, Montclair State University, Rutgers University, Seton Hall University, St. John Fisher College, and William Paterson University. She has guest lectured at Columbia Business School, Cornell University, and Rutgers University, and been the featured speaker at several national conferences. Her articles about the communications fi eld have been published in several national and regional magazines. She serves on the Advisory Council of Entrepreneurship at Cornell University and on the Advisory Board of the Market Research Center in the Stillman School of Business of Seton Hall University.
Ms. Lancioni is the author of three books: Communication Research, Public Relations: The Changing Global Landscape and The Practice of Public Relations, all published by Kendall Hunt.
She earned a bachelor’s of science in communications from Cornell University and a master’s of science in journalism from the Graduate School of Journalism of Columbia University.
The Practice of Public Relations provides an overview of the nuances and intricacies of the public relations industry from the perspective of a corporate public relations practitioner and explores the relationship between an organization’s public relations department and its other communication-based functions such as investor relations, community relations, and employee relations.
The book is divided into the following sections:
- The first section (Chapters 2–8) explores the pillars of the industry: history, ethics, theory, planning, writing, and measurement.
- The second section (Chapters 9–15) defines and explains each function in an organization supported by the public relations department. This includes media relations, investor relations, community relations, crisis management, public affairs, employee relations, and customer relations. A separate chapter on corporate social responsibility (CSR) is featured because of its increasing significance in the business world, as well as its connection to public relations.
- The last portion of the book, Spotlights & Cases, highlights CSR programs and community relations initiatives successfully implemented by global brands such as Coca-Cola, Starbucks, Warby-Parker, and water.org, each written by emerging public relations professionals. These ideas serve as the basis for conversation and discussion about the past, present, and future of the public relations industry
By reading this book, aspiring public relations professionals gain an appreciation for the industry’s fundamentals, as well as the strategic role it plays in supporting other areas of an organization.
ABOUT THE AUTHOR
INTRODUCTION
PART 1: INDUSTRY FUNDAMENTALS
CHAPTER 1: PUBLIC RELATIONS AND THE PPR MODEL
CHAPTER 2: HISTORY OF PUBLIC RELATIONS
CHAPTER 3: ETHICS AND PUBLIC RELATIONS
CHAPTER 4: PUBLIC RELATIONS THEORY
CHAPTER 5: PLANNING AND STRATEGIC COMMUNICATION
CHAPTER 6: PUBLIC RELATIONS WRITING AND SOCIAL MEDIA
CHAPTER 7: PR MEASUREMENT AND EVALUATION
PART 2: THE PRACTICE OF PUBLIC RELATIONS
CHAPTER 8: MEDIA RELATIONS
CHAPTER 9: INVESTOR RELATIONS
CHAPTER 10: COMMUNITY RELATIONS
CHAPTER 11: CORPORATE SOCIAL RESPONSIBILITY
CHAPTER 12: CRISIS MANAGEMENT
CHAPTER 13: PUBLIC AFFAIRS
CHAPTER 14: EMPLOYEE RELATIONS
CHAPTER 15: CUSTOMER RELATIONS
INDUSTRY CASES AND SPOTLIGHTS
REFERENCES
Kathryn Lancioni is an internationally recognized expert in the field of public relations. With more than 25 years of experience in the industry, Ms. Lancioni has a unique appreciation and understanding of its dynamic landscape working as a journalist, public relations executive, communications strategist and college professor.
Over the past several decades, Ms. Lancioni has helped dozens of domestic and multinational companies conquer their market research, branding, and public relations and investor relations challenges. She has worked with media at the highest levels, taken companies public on the New York Stock Exchange, directed global communications programs, counseled clients through monumental crises, and relaunched lagging brands.
Starting with her earliest days in the field, Ms. Lancioni has been continually challenged to help companies discover their competitive edge. She has empowered start-ups to realize unexpected target markets, developed insightful growth-minded strategies for beleaguered brands, and constructed out-of-the box communication programs for global powerhouses.
From the mid-1990s to early 2000s, Ms. Lancioni had the opportunity to work for some of the world’s leading PR agencies, including Edelman, Ogilvy, and Weber-Shandwick. After nearly on the agency side, she moved into the corporate arena, advising both emerging and established organizations. From 2001 to 2006, she led the global communications and investor relations program of PanAmSat. In 2006, she launched Communication Insights, a communications consultancy providing strategic guidance and support to a variety of domestic and global organizations.
Alongside her industry work, Ms. Lancioni has been teaching the nuances of public relations to students in colleges and universities across the United States. She has served on the faculty of Farleigh Dickinson University, Montclair State University, Rutgers University, Seton Hall University, St. John Fisher College, and William Paterson University. She has guest lectured at Columbia Business School, Cornell University, and Rutgers University, and been the featured speaker at several national conferences. Her articles about the communications fi eld have been published in several national and regional magazines. She serves on the Advisory Council of Entrepreneurship at Cornell University and on the Advisory Board of the Market Research Center in the Stillman School of Business of Seton Hall University.
Ms. Lancioni is the author of three books: Communication Research, Public Relations: The Changing Global Landscape and The Practice of Public Relations, all published by Kendall Hunt.
She earned a bachelor’s of science in communications from Cornell University and a master’s of science in journalism from the Graduate School of Journalism of Columbia University.