Discovering Public Relations: An Introduction to Creative and Strategic Practices

by Karen Freberg

Overview

Discovering Public Relations introduces students to the field of PR in a practical, applied, and hands-on way that prepares them for the modern workplace. Author Karen Freberg guides students through the evolution of contemporary PR practices with an emphasis on social media, digital communication, creativity, and diversity. Understanding that innovation alone can’t create success, Freberg shows students how to use, choose, and implement evidence-based practices to guide their strategic campaigns. The text will transform today’s students into tomorrow’s successful PR professionals by giving them the tools to think creatively, innovate effectively, and deploy research-backed tactics for successful campaigns.

Product Details

ISBN-13:	9781071878231
Publisher:	SAGE Publications
Publication date:	01/23/2024
Edition description:	Second Edition
Pages:	488
Product dimensions:	8.00(w) x 10.00(h) x (d)

About the Author

Karen Freberg (@kfreberg) is a Professor in Strategic Communications at the University of Louisville. Freberg is also the director of The Bird’s Nest, a student-run strategic communication agency at the University of Louisville. In 2019, Freberg received the honor of being named a visiting Adjunct Associate Professor in Creative Communication at the University of the Sunshine Coast.

Freberg is also a research consultant in social media and crisis communications and has worked with several organizations and agencies such as Kentucky Derby, Sun Tan City, GE Appliances, Korbel, Brown-Forman, Sun Tan City, Churchill Downs, Facebook, Adobe, Hub Spot, Chipotle, Firestorm Solutions, Hootsuite, The Breeders’ Cup, IMC Agency, DHS, CDC and General Motors. This experience lead her to be a 2015 Plank Center Fellow for General Motors (GM), where her responsibility was to work with the PR and social media teams forming best practices and recommendations on social media measurement strategies and influencer marketing practices.

In addition, Freberg is an award winning author, and has written several books including The Roadmap in Teaching Social Media (Amazon, self published), Digital Media Writing for Strategic Communication (Top Hat with Emily Kinsky and Amber Hutchins) and Social media for strategic communications: Creative strategies and research based applications (with SAGE which was named 2020 NCA Public Relations Division’s Outstanding Textbook Award Winner). She’s published her second Top Hat book with Kinsky titled Concepts in Social and Digital Communication.

Freberg has coordinated and advised various companies on the areas of social media pedagogy and certification programs, such as Cannes Lions (Co-Chair of the Cannes Lions Educator Summit), Hootsuite (Advanced Social Media Certification and #Hoot Amb), Meltwater (certification program and contributor), Adobe (EDUMax Thought Leader and Adobe Education Leader), Meta Blueprint (Subject Matter Expert), and Hub Spot (Education Founding Member). Freberg also launched a social media educators community on FB and Twitter (@SMprofessors and #SMprofs) for professors, practitioners, and professionals in the education industry to share resources, brainstorm ideas, and collaborate on projects to bridge the gap between education and practice.

In addition to academic publications, Freberg has been interviewed for popular press publications such as The New York Times, The Drum, Newsweek, Adweek, USA Today, The Next Web, MONEY, USA Today College, and Forbes.

Before coming to the University of Louisville, Freberg earned a Ph D in Communication and Information at the University of Tennessee in May 2011, and a Master's degree in Strategic Public Relations at the Annenberg School for Communication at the University of Southern California in August 2007. Freberg received her Bachelor’s of Science degree in Public Relations at the University of Florida in August 2005.

Freberg is also a four-time All-American, two-time SEC champion, and 2004 Olympic Trials finalist in the shot put. She loves coffee (it’s a major food group), traveling, being with her Australian Shepherd Mando Wade, and believes everyone needs to be on #Team Ryan Reynolds.

Table of Contents

Preface and Acknowledgments
About the Author
PART I: FOUNDATIONS
Chapter 1. An Introduction to Public Relations
What Is Public Relations?
How Do We Build Relationships in Public Relations?
Where Do We Find Public Relations in Action?
What Do We Do as PR Professionals?
How Do We Work With Professionals in Related Fields?
How Do We Use Storytelling?
Where Are We Headed?
Chapter 2. Historical Contexts and Today’s Practices
How Did the Field of Public Relations Begin?
How Do the Four Models Function?
Who Are the Notable Figures of Public Relations?
The Four Models Today: What Can Recent Campaigns Teach Us?
Why Study PR Practices, Research, and Theories?
Social Media: What Is Its Impact on Public Relations?
Chapter 3. Ethics and the Law
What Are Ethics and Ethical Conduct?
What Codes of Ethics Do We Follow?
Ethical Dilemmas: What Can Recent Campaigns Teach Us?
What Legal Matters Do We Need to Know About?
What Are Best Practices for Functioning Ethically and Legally?
Chapter 4. Diversity and Inclusion
What Do Diversity and Inclusion Mean?
How Diverse and Inclusive Is Public Relations?
What Benefits Do Diversity and Inclusion Bring to Public Relations?
What Best Practices Can Make Public Relations More Diverse and Inclusive?
Chapter 5. Research and Evidence-Based Practices
What Is Research? How Does It Function in Public Relations?
What Are Evidence-Based Practices for Research?
What Research Methods Do We Use in Public Relations?
What Are Best Practices for Conducting, Evaluating, and Applying Research?
Chapter 6. Branding
What Is Branding?
How Do We Support Clients’ Brands in Public Relations?
What Is a Personal Brand? How Do We Create One?
What Are Best Practices for Client and Personal Branding?
Chapter 7. Writing
What Does It Mean to Write for Public Relations?
What Types of Writing Do PR Professionals Compose?
What Are Helpful Tools for Writing in Public Relations?
PART II: APPLICATIONS
Chapter 8. Strategic Campaigns
What Is a PR Campaign?
What Are the Steps for Conducting a Successful PR Campaign?
What Are the RACE and ROPE Models for Conducting Campaigns?
How Does the Strategic Model Benefit Campaigns?
How Does the PESO Model for Media Promote Campaigns?
Chapter 9. Audiences and Relationship Management
How Do We Identify Audiences?
Who Are Our Audiences? How Do We Interact With Them?
What Is Relationship Management?
Chapter 10. Creative Content
How Do Marketing Tools Connect Our Content With Our Audiences?
How Do We Describe and Share Content?
What Is a Message Strategy?
What Types of Content Are Best for Different Channels?
How Does Visual, Audio, and Multimedia Content Work?
What Are Best Practices for Creating Content?
Chapter 11. Management and Business Acumen
What Myths Exist Among Business and PR Academics and Professionals?
What Do We Need to Succeed in a Business Setting?
Whom Do We Work With in the Business Setting?
How Does Our Approach Benefit Business?
What Common Goals Do We Pursue With Business and Management?
What Are Best Practices for Conducting Business?
Chapter 12. Measurement and Evaluation
Why Are Measurement and Evaluation Important?
What Types of Measurement and Evaluation Do We Use?
What Methods Do We Use for Measuring and Evaluating?
What Metrics Do We Use to Evaluate a Campaign?
What Are Industry Standards for Measurement and Evaluation?
What Are Best Practices for Measurement and Evaluation?
Chapter 13. Careers
What Skills and Experience Do We Need to Work in Public Relations?
What Types of Careers Does Public Relations Offer?
How Do We Decide Where to Work?
What Are Best Practices for Building a Career in Public Relations?
Chapter 14. Specializations
Reputation Management: What Is It? How Is It Done?
Crisis Communication: What Is It? How Is It Done?
Influencer Marketing: What Is It? How Is It Done?
Global Public Relations: What Is It? How Is It Done?
Social Media Public Relations: What Is It? How Is It Done?
Entertainment and Sports Public Relations: What Is It? How Is It Done?
Nonprofit Public Relations: What Is It? How Is It Done?
Politics Public Relations: What Is It? How Is It Done?
PART III: SUMMARY
Chapter 15. The Future
Where Are We Headed? What Are the Opportunities and Obstacles?
What Have We Learned So Far?
Who Are These Fine New Professionals? Meet Candice, Abbie, Michael, and Megan
What Are Best Practices for Advancing Your Future?
Glossary
References
Index

Editorial Reviews

This text provides an exploration into the current and future state of public relations and how it is executed in an array of environments. While there is an emphasis on the history, the book uses this as a foundation to provide students with the background of the discipline so that they may have a more complete knowledge of how the discipline has evolved to its current state and its future direction.”

Denise Herd

This is the most current PR text that I've found. It embraces all of the new trends and technologies and is extremely forward thinking. It does it all with excellent examples and thought-provoking questions.”

Robert Nanney

This is an excellent textbook! After using several texts during my 25 years of college teaching, I finally found a resource that gives my students everything they need to adopt a solid foundation in the world of public relations. I will no longer have to supplement the text I use with additional sources of information to thoroughly educate my students.”

Terry L. Hapney

"Freberg’s text is anchored in proven PR principles while exploring the evolution of the profession for today’s practitioner. The integration of social media principles and skills reflects the field’s contemporary development. "

Melinda A. Booze

Discovering Public Relations is unique with its focus on ethics, diversity, and game changers in the profession, and the textbook content provides a solid foundation for students that is rooted in cutting-edge public relations educational standards and current industry best practices.”

Jennifer Robinette

Discovering Public Relations is a cutting-edge, comprehensive, well-organized, and timely book that succinctly and methodically introduces students to the evolving and impactful field of public relations. To enhance learning and teaching, the author incorporates illustrations, case studies, current examples, learning objectives, and discussion questions in each chapter.”

Yahya R. Kamalipour

This text does more than introduce key concepts in PR; it encourages students to think about their own place in public relations - how to build and promote their own skill set to be successful in the industry.”

Courtney A. Barclay

This text provides an excellent mix of foundational elements for students getting started in public relations, with attention to diversity, social media, and thought-provoking discussion questions.”

Josie De Angelis

This is a good book for both students exploring the world of public relations and those who will be tomorrow's practitioners. It is relevant and informative—a book that will connect well with this generation of students.”

Cessna Winslow

This is a no-nonsense, easy-to-comprehend introductory PR textbook which takes complex concepts and makes them understandable and relatable for all students.”

L. Simone Byrd

Freberg’s textbook is one of her finest examples of bridging practice and theory, research and creativity. Her expertise and experience are on display in this text. Her tone is vibrant, and the content of the book provides a comprehensive and strategic overview of the industry and what it takes to be involved and engaged in modern-day public relations. This is one of the best introductory textbooks on the market. "

Natalie T. J. Tindall

"Freberg has a clear understanding of the PR industry and how a college student learns new material— the best combination for authoring a textbook. The chapters are well organized, thorough and logical.”

Claire M. Regan

Karen Freberg is on the cutting edge of public relations cases, careers, and tips. Her book is full of relevant examples of how to do PR and why even the most minor details matter.”

Dylan Mc Lemore