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This innovative and popular text provides a clear pathway to developing public relations campaigns and other types of strategic communication. Implementing the pragmatic, in-depth approach of the previous editions, author Ronald D. Smith presents a step-by-step…read more

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Developed for advanced students in public relations, Cases in Public Relations Management uses recent cases in public relations that had outcomes varying from expected to unsuccessful. The text challenges students to think analytically, strategically, and…read more

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The Future of Excellence in Public Relations and Communication Management brings together an outstanding group of public relations scholars and practitioners to consider the indelible theory building in public relations of James E. Grunig and Larissa A. Grunig,…read more

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Reputation is the most complex asset of an organization. Despite the call for consistent management of corporate reputation comprehensive approaches to measure and steer a company' s reputation are still in their infancy. Reputation management aims at creating a…read more

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Health Communication and Mass Media is a much-needed resource for those with a professional or academic interest in the field of health communication. The chapters engage and expand upon significant theories informing efforts at mediated health communication and…read more

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In its third edition, Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality media and public relations writing with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for public…read more

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The issue of brand has overshadowed that of reputation. It has been fashionable to re-brand, spend a lot of money on advertising and hope that you can leave your negative baggage behind. This strategy doesn't always work, witness Monday or Consignia, both victims…read more

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The issue of brand has overshadowed that of reputation. It has been fashionable to re-brand, spend a lot of money on advertising and hope that you can leave your negative baggage behind. This strategy doesn't always work, witness Monday or Consignia, both victims…read more

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Addressing a critical need, Advertising and Public Relations Law explores the issues and ideas that affect the regulation of advertising and public relations speech. Coverage includes the categorization of different kinds of speech afforded varying levels of…read more

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Corporate Public Affairs explores the increasing interest in public affairs by today's organizations. Lerbinger indicates that more and more frequently corporations are establishing public affairs positions--typically within public relations departments--to…read more

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Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires…read more

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The public relations landscape has changed dramatically from what it was in 1989, when the original Public Relations Theory volume was published. Reflecting the substantial shifts in the intervening years, Public Relations Theory II, while related to the first…read more