Public Relations Principles: Bridging Theory to Practice
Edition: 2
Copyright: 2025
Pages: 410
Edition: 2
Copyright: 2025
Pages: 410
Choose Your Format
Choose Your Platform | Help Me Choose
Print Package
$120.00
Ebook
$60.00
New Second Edition Now Available!
Designed as a core textbook for introductory public relations courses, Public Relations Principles: Strategies for Professional Success provides students with a solid foundation in public relations in a variety of contexts.
With possible uses in various industries such as health care, education, human resources, and marketing, the public relations practices covered in Public Relations Principles: Bridging Theory to Practice are designed to address the needs of today’s students by preparing them with the public relations skills and best practices for a variety of careers.
Available in print and eBook versions, Public Relations Principles: Bridging Theory to Practice:
- covers all relevant concepts and theories in the field while engaging today’s students by developing communication skills through application.
- enhances critical thinking skills and improves student’s communication choices and strategies given the public relations context.
- discusses the greatest challenges students will face in the modern world of public relations while also providing communication strategies to overcome each challenge.
- emphasizes the importance of ethics in public relations.
- helps students explore career options in public relations across industries.
Preface
About the Authors
Chapter 1 Understanding Public Relations: A Brief History
Chapter Outline
Chapter Objectives
Defining Public Relations
The History of Public Relations
Types of Public Relations
Employee Relations
Consumer Relations
Investor Relations
Community Relations
Media Relations
Public Affairs
Crisis Communication
Public Relations as a Career
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 2 Public Relations Ethics
Chapter Outline
Chapter Objectives
Defining Ethics
The Importance of Ethics in Public Relations
Public Relations Ethics
PRSA Code of Ethics
The Page Principles
IPRA Code of Conduct
Ethical Considerations
Adapting to the Audience
Communicating with Honesty and Transparency
Encouraging Dialogue
Ethical Responsibility
Ethical Responsibility Strategies
The Situational Perspective
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 3 Public Relations Theory
Chapter Outline
Chapter Objectives
Understanding Theory
Excellence Theory
News Framing Theory
Corporate Apologia
Situational Crisis Communication Theory
Image Repair Theory
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 4 Public Relations Research
Chapter Outline
Chapter Objective
Reasons for Learning
Research Methods
Approaches to Research
Qualitative Methods
Collecting Data
Analyzing Data
Concerns with Qualitative Research
Quantitative Methods
Collecting Data
Analyzing Data
Concerns with Quantitative Research
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 5 Strategic Communication Processes
Chapter Outline
Chapter Objectives
The Four-Step Public Relations Process
Research
Planning
Implementation
Establishing a Budget
Creating a Calendar
Assigning Staffing Duties
Evaluation
The Crisis Life Cycle
Pre-Crisis
Crisis Event
Post-Crisis
PR Event Planning
Planning
Execution
Speaker Considerations
Tips for Hosting Impromptu Meetings
Tips for Hosting Media Events
Pleasantries and Evaluation Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 6 Public Relations Writing
Chapter Outline
Chapter Objectives
Academic Writing vs. PR Writing
News Releases
Standard News Releases
Types of New Releases
News Release Format
Social Media News Releases
Social Media News Release Format
Media Information Documents
Backgrounders
Fact Sheets
Pitch Letters
Media Advisories
Media Kits
Online Newsrooms
Writing for the Public
Public Service Announcements
Blogs
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 7 Conflict Management
Chapter Outline
Chapter Objectives
Conflict Management
Advocacy and Accommodation
Defining Conflict
Conflict versus Crisis
Expressed Struggle
Interdependence
Perception
Incompatible Goals
TRIP Model
Topic Goals
Relational Goals
Identity Goals
Process Goals
Scarce Resources
Interference
PR Contexts for Conflict
Interpersonal Conflict
Intergroup Conflict
Interorganizational Conflict
Conflict Resolution in Public Relations
Styles vs. Tactics
Strategies
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 8 Social Media
Chapter Outline
Chapter Objectives
Engaging Audiences on Social Media
Understanding Your Target Audience
Crafting Compelling Content
Fostering Meaningful Interactions
Leveraging Platform Features of Audience Engagement
Establishing a Distinct Brand Identity on Social Media Platforms
Defining Your Brand Identity
Visual Branding Elements
Effective Influencer Marketing on Social Media
Understanding the Role of Influencer Marketing
Finding the Right Influencers for Your Brand
Developing Authentic Influencer Collaborations
Driving Success with Social Media Analytics and Key Performance Indicators
Leveraging Social Media Analytics
Identifying Key Performance Indicators (KPIs)
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 9 Public Relations and the Law
Chapter Outline
Chapter Objectives
Free Speech Law
First Amendment
Commercial Speech
Corporate Speech
Defamation
Libel and Slander
Defenses to Defamation Charges
Invasion of Privacy
Intrusion
Misappropriation and False Light
Types of Permission
Relevant Government Agencies
Federal Trade Commission
Food and Drug Administration
Securities and Exchange Commission
National Labor Relations Board
Additional Business Regulation
Copyright Law
Trademark Law
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 10 Exploring Public Relations Contexts
Chapter Outline
Chapter Objectives
Public Relations Contexts
Corporations
Functions of Corporate Public Relations
Executive Communications
Crisis Management
Corporate Reputation
Corporate Social Responsibility
Customer Relations
Government
The Role of Public Relations in Government
Distinguishing Characteristics of Government PR
Theoretical Approaches to Government and Political PR
Political Public Relations and the Public Agenda
Health Care
The Role of Public Relations in Public Health
Effective Public Health Messaging Strategies
Public Health Threats and Crisis Communication
Nonprofit Organizations
Nonprofit Organizations Defined
Functions of Nonprofit Public Relations
Challenges in Nonprofit Organizations
Strategies in Nonprofit Organizations
Strategies for Professional Success
Executive Summary
Key Terms
Reflections Questions
References
Glossary
Index
Dr. Shawn Wahl is the Founding Dean of the Judith Enyeart Reynolds College of Arts, Social Sciences, and Humanities (RCASH) and Professor of Communication at Missouri State University (MSU). Shawn’s most notable accomplishment in higher education leadership is facilitating the largest scholarship and structural private eight-figure gift in university history. He has served in the Dean role since 2017 and as Department Head of Communication at MSU from 2012 to 2017. Prior to MSU, he served as the Department Head of Communication, Mass Media & Theatre at Angelo State University and as the Founding Director of Graduate Studies at Texas A&M University, Corpus Christi. Dr. Wahl was the 2016 President of the Central States Communication Association (CSCA). He has authored numerous books, including Public Speaking: Essentials for Excellence; Nonverbal Communication for a Lifetime; The Communication Age: Connecting and Engaging; Business and Professional Communication: KEYS for Workplace Excellence; Persuasion in Your Life; Intercultural Communication in Your Life; Public Relations Principles: Bridging Theory and Practice and Organizational Communication: Strategies for Success. He has published articles in Communication Education, Communication Research Reports, Communication Studies, Communication Teacher, Journal of Family Communication, and the Basic Communication Course Annual. Dr. Wahl and colleagues received the Distinguished Article Award: Instructional Development Division (IDD) National Communication Association (NCA), 2021. Shawn completed two executive leadership programs at the Harvard University Graduate School of Education, the Management Development Program (MDP, 2016), and the Institute for Educational Management (IEM, 2022). In addition, Shawn is an experienced organizational communication consultant and executive leadership coach in various industries (e.g., commodity trading, mining, oil and gas, and health care).
New Second Edition Now Available!
Designed as a core textbook for introductory public relations courses, Public Relations Principles: Strategies for Professional Success provides students with a solid foundation in public relations in a variety of contexts.
With possible uses in various industries such as health care, education, human resources, and marketing, the public relations practices covered in Public Relations Principles: Bridging Theory to Practice are designed to address the needs of today’s students by preparing them with the public relations skills and best practices for a variety of careers.
Available in print and eBook versions, Public Relations Principles: Bridging Theory to Practice:
- covers all relevant concepts and theories in the field while engaging today’s students by developing communication skills through application.
- enhances critical thinking skills and improves student’s communication choices and strategies given the public relations context.
- discusses the greatest challenges students will face in the modern world of public relations while also providing communication strategies to overcome each challenge.
- emphasizes the importance of ethics in public relations.
- helps students explore career options in public relations across industries.
Preface
About the Authors
Chapter 1 Understanding Public Relations: A Brief History
Chapter Outline
Chapter Objectives
Defining Public Relations
The History of Public Relations
Types of Public Relations
Employee Relations
Consumer Relations
Investor Relations
Community Relations
Media Relations
Public Affairs
Crisis Communication
Public Relations as a Career
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 2 Public Relations Ethics
Chapter Outline
Chapter Objectives
Defining Ethics
The Importance of Ethics in Public Relations
Public Relations Ethics
PRSA Code of Ethics
The Page Principles
IPRA Code of Conduct
Ethical Considerations
Adapting to the Audience
Communicating with Honesty and Transparency
Encouraging Dialogue
Ethical Responsibility
Ethical Responsibility Strategies
The Situational Perspective
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 3 Public Relations Theory
Chapter Outline
Chapter Objectives
Understanding Theory
Excellence Theory
News Framing Theory
Corporate Apologia
Situational Crisis Communication Theory
Image Repair Theory
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 4 Public Relations Research
Chapter Outline
Chapter Objective
Reasons for Learning
Research Methods
Approaches to Research
Qualitative Methods
Collecting Data
Analyzing Data
Concerns with Qualitative Research
Quantitative Methods
Collecting Data
Analyzing Data
Concerns with Quantitative Research
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 5 Strategic Communication Processes
Chapter Outline
Chapter Objectives
The Four-Step Public Relations Process
Research
Planning
Implementation
Establishing a Budget
Creating a Calendar
Assigning Staffing Duties
Evaluation
The Crisis Life Cycle
Pre-Crisis
Crisis Event
Post-Crisis
PR Event Planning
Planning
Execution
Speaker Considerations
Tips for Hosting Impromptu Meetings
Tips for Hosting Media Events
Pleasantries and Evaluation Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 6 Public Relations Writing
Chapter Outline
Chapter Objectives
Academic Writing vs. PR Writing
News Releases
Standard News Releases
Types of New Releases
News Release Format
Social Media News Releases
Social Media News Release Format
Media Information Documents
Backgrounders
Fact Sheets
Pitch Letters
Media Advisories
Media Kits
Online Newsrooms
Writing for the Public
Public Service Announcements
Blogs
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 7 Conflict Management
Chapter Outline
Chapter Objectives
Conflict Management
Advocacy and Accommodation
Defining Conflict
Conflict versus Crisis
Expressed Struggle
Interdependence
Perception
Incompatible Goals
TRIP Model
Topic Goals
Relational Goals
Identity Goals
Process Goals
Scarce Resources
Interference
PR Contexts for Conflict
Interpersonal Conflict
Intergroup Conflict
Interorganizational Conflict
Conflict Resolution in Public Relations
Styles vs. Tactics
Strategies
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 8 Social Media
Chapter Outline
Chapter Objectives
Engaging Audiences on Social Media
Understanding Your Target Audience
Crafting Compelling Content
Fostering Meaningful Interactions
Leveraging Platform Features of Audience Engagement
Establishing a Distinct Brand Identity on Social Media Platforms
Defining Your Brand Identity
Visual Branding Elements
Effective Influencer Marketing on Social Media
Understanding the Role of Influencer Marketing
Finding the Right Influencers for Your Brand
Developing Authentic Influencer Collaborations
Driving Success with Social Media Analytics and Key Performance Indicators
Leveraging Social Media Analytics
Identifying Key Performance Indicators (KPIs)
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 9 Public Relations and the Law
Chapter Outline
Chapter Objectives
Free Speech Law
First Amendment
Commercial Speech
Corporate Speech
Defamation
Libel and Slander
Defenses to Defamation Charges
Invasion of Privacy
Intrusion
Misappropriation and False Light
Types of Permission
Relevant Government Agencies
Federal Trade Commission
Food and Drug Administration
Securities and Exchange Commission
National Labor Relations Board
Additional Business Regulation
Copyright Law
Trademark Law
Strategies for Professional Success
Executive Summary
Key Terms
Reflection Questions
References
Chapter 10 Exploring Public Relations Contexts
Chapter Outline
Chapter Objectives
Public Relations Contexts
Corporations
Functions of Corporate Public Relations
Executive Communications
Crisis Management
Corporate Reputation
Corporate Social Responsibility
Customer Relations
Government
The Role of Public Relations in Government
Distinguishing Characteristics of Government PR
Theoretical Approaches to Government and Political PR
Political Public Relations and the Public Agenda
Health Care
The Role of Public Relations in Public Health
Effective Public Health Messaging Strategies
Public Health Threats and Crisis Communication
Nonprofit Organizations
Nonprofit Organizations Defined
Functions of Nonprofit Public Relations
Challenges in Nonprofit Organizations
Strategies in Nonprofit Organizations
Strategies for Professional Success
Executive Summary
Key Terms
Reflections Questions
References
Glossary
Index
Dr. Shawn Wahl is the Founding Dean of the Judith Enyeart Reynolds College of Arts, Social Sciences, and Humanities (RCASH) and Professor of Communication at Missouri State University (MSU). Shawn’s most notable accomplishment in higher education leadership is facilitating the largest scholarship and structural private eight-figure gift in university history. He has served in the Dean role since 2017 and as Department Head of Communication at MSU from 2012 to 2017. Prior to MSU, he served as the Department Head of Communication, Mass Media & Theatre at Angelo State University and as the Founding Director of Graduate Studies at Texas A&M University, Corpus Christi. Dr. Wahl was the 2016 President of the Central States Communication Association (CSCA). He has authored numerous books, including Public Speaking: Essentials for Excellence; Nonverbal Communication for a Lifetime; The Communication Age: Connecting and Engaging; Business and Professional Communication: KEYS for Workplace Excellence; Persuasion in Your Life; Intercultural Communication in Your Life; Public Relations Principles: Bridging Theory and Practice and Organizational Communication: Strategies for Success. He has published articles in Communication Education, Communication Research Reports, Communication Studies, Communication Teacher, Journal of Family Communication, and the Basic Communication Course Annual. Dr. Wahl and colleagues received the Distinguished Article Award: Instructional Development Division (IDD) National Communication Association (NCA), 2021. Shawn completed two executive leadership programs at the Harvard University Graduate School of Education, the Management Development Program (MDP, 2016), and the Institute for Educational Management (IEM, 2022). In addition, Shawn is an experienced organizational communication consultant and executive leadership coach in various industries (e.g., commodity trading, mining, oil and gas, and health care).