Discovering Public Relations
An Introduction to Creative and Strategic Practices

Second Edition

Karen Freberg - University of Louisville, USA

Available with:

Courses:
Introduction to Public Relations | Public Relations Campaigns & Promotions

January 2024 | 488 pages | SAGE Publications, Inc

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 highlights modern and contemporary PR practices, emphasizing social media, digital communication, and creative innovation. Understanding that creativity alone can’t create success, Freberg shows students how to choose and implement evidence-based practices to guide their strategic campaigns. The Second Edition transforms students into successful PR professionals by giving them the tools to think creatively, innovate effectively, and deploy research-backed tactics for successful campaigns.

This title is accompanied by a complete teaching and learning package. Contact your Sage representative to request a demo.

Learning Platform / Courseware
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Available Formats

ISBN: 9781071878231	Paperback	Suggested Retail Price: $151.00	Bookstore Price: $120.80
ISBN: 9781071878279	Electronic Version	Suggested Retail Price: $101.00	Bookstore Price: $80.80
ISBN: 9781071942406	Loose-leaf	Suggested Retail Price: $121.00	Bookstore Price: $96.80

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email sageheoa@sagepub.com. Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html.

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Part I: Foundations

Chapter 1: An Introduction to Public Relations

Chapter 2: Historical Contexts and Today’s Practices

Chapter 3: Ethics and The Law

Chapter 4: Diversity, Equity, Inclusion, And Belonging

Chapter 5: Research and Evidence-Based Practices

Chapter 6: Branding

Chapter 7: Writing for Public Relations

Part II: Applications

Chapter 8: Strategic Campaigns

Chapter 9: Audiences and Relationship Management

Chapter 10: Creative Content

Chapter 11: Crisis Communication

Chapter 12: Management and Business Acumen

Chapter 13: Measurement and Evaluation

Chapter 14: Careers

Chapter 15: Specializations

Part III: Summary

Chapter 16: The Future

Supplements

Instructor Resource Site
For additional information, custom options, or to request a personalized walkthrough of these resources, please contact your sales representative.

LMS cartridge included with this title for use in Blackboard, Canvas, Brightspace by Desire2Learn (D2L), and Moodle

The LMS cartridge makes it easy to import this title’s instructor resources into your learning management system (LMS). These resources include:

Test banks
Editable chapter-specific PowerPoint® slides
Lecture notes
All tables and figures from the textbook

Don’t use an LMS platform?

You can still access the online resources for this title via the password-protected Instructor Resource Site.

Key features

NEW TO THIS EDITION:

The new edition is available in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support. Learn more.
New chapter on Crisis Communication.
Each end-of-chapter case study is new, reflecting timely topics and cases such as Rihanna and Fenty Beauty, Stranger Things' projection on the Empire State Building, and Dove's Detox Your Feed initiative.
New and updated Game Changers feature interviews with some of the leading voices in the profession, showcasing individuals who are essentially changing the game in their respective areas of public relations.
Insights into artificial intelligence are highlighted and expanded throughout all chapters.
Chapter 4 on Diversity and Inclusion has been revamped with important insights into how equity and belonging reflect current industry trends and practices, along with new coverage of opportunities, language, and accessibility as areas for improvement in the PR field related to DEI.
New and updated examples include discussion of AI insights related to ethical and legal considerations in PR, Formula One racing, Taylor Swift, data protection and privacy initiatives, companies facing greenwashing allegations, the Kentucky Derby, the Barbie movie, and more.

KEY FEATURES:

The text is aligned with guidelines put forth by the Commission on Public Relations Education (CPRE).
Chapter-opening learning objectives identify what students should be able to accomplish upon completing the reading.
Infographics convey information to students in a visually appealing way that makes learning easier.
Game Changer feature spotlights professionals in different areas of public relations who share their wisdom with the future generation of public relations scholars.
Building Your Brand exercises help students apply their skills from the chapter to build their own personal brand as a rising PR professional.
Building Your Portfolio activities allow students to apply what they have learned in the chapter to produce work that can be added to their digital or physical portfolio to show their future employers.
Summaries, key terms, and discussion questions at the conclusion of chapters allow students to review content to reinforce learning.
End-of-chapter APR Exam sections show how chapter content aligns with the Accreditation in Public Relations (APR) exam.

Sample Materials & Chapters

Chapter 1. AN INTRODUCTION TO PUBLIC RELATIONS

Chapter 2. HISTORICAL CONTEXTS AND TODAY'S PRACTICES

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Discovering Public Relations
An Introduction to Creative and Strategic Practices

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