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Public Relations: A Values-Driven Approach, 6th edition

Published by Pearson (August 4, 2016) © 2017

  • David W. Guth University of Kansas
  • Charles Marsh University of Kansas

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Superior assignability and tracking tools help educators make sure students are completing their reading and understanding core concepts
  • REVEL’s assignment calendar allows educators to indicate precisely which readings must be completed on which dates. This clear, detailed schedule helps students stay on task by eliminating any ambiguity as to which material will be covered during each class. And when students know what is expected of them, they're better motivated to keep up.
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A reader-friendly approach balances theoretical and practical applications
  • Expansive coverage of theoretical foundations – including resource dependency theory, Monroe's Motivated Sequence, framing theory, coorientation theory, and research on measuring the success of relationships – gives students the conceptual grounding needed to work through any public relations situation.
  • The authors emphasize values and ethics in public relations to raise students' consciousness of contemporary issues in the field.
  • Focusing on critical-thinking systems within public relations, the authors include up-to-date coverage of developing specific processes for multimedia message development, organizational schemes, writing and editing, presenting, crisis communications, cross-cultural communication, and ethical decision-making.
  • Full chapters on new communication technologies, integrated marketing, crisis communications, and cross-cultural communication provide students with a cutting-edge look at public relations practices.
Engaging features foster interest in key concepts
  • Thumbs Up and Thumbs Down case studies in each chapter illustrate key concepts and provide real-world examples of successful public relations as well as public relations gone awry.
    • NEW! Sixteen case studies are new to the Sixth Edition.
  • QuickCheck and QuickBreak boxes throughout the text offer review questions and expand on important topics.
    • NEW! Nine QuickBreak boxes are new to the Sixth Edition.
  • Values Statements from successful and respected organizations give students insight into real-world PR practice.
  • Memos from the Field offer unfiltered advice from award-winning public relations practitioners.
    • NEW! Four Memos from the Field are new to the Sixth Edition.
  • Social Media Apps in every chapter document how blogs and other new media are changing the profession, preparing students for the reality of public relations practice today.
    • NEW! Eleven Social Media Apps are new to the Sixth Edition.
New and updated content helps students achieve an accurate perspective on contemporary public relations
  • NEW! Entertaining examples of when public relations efforts went both wrong and right keep students engaged and focused on how the skills they’re learning may be used in a real-world context.
  • NEW! In order to help students better understand the strong theoretical underpinnings throughout the text, the Sixth Edition includes new information on social diffusion theory, cognitive dissonance, change theory, and social influence theory.
  • NEW! To ensure that students are kept up-to-date with continually changing media platforms and dynamics, the authors have incorporated analyses of new-media tactics such as the expanding role of social media, viral marketing, and mobile marketing into the Sixth Edition.
  • NEW! The inclusion of the latest reports on the status and future of the profession – including new data on salary, diversity, job duties, job satisfaction, use of social media, and ethics challenges – helps students achieve an accurate and current perspective of the industry.
  • NEW! Discussions of the public relations implications of recent events encourage students to apply what they’re learning in the text to real-life current events. Topics covered include the Occupy Wall Street protests, the scandal at Penn State University, the Arab Spring, the Boston Marathon bombing, changes in societal demographics, and the growth of social media.
Dynamic content matched to the way today's students read, think, and learn brings content to life
  • Integrated within the narrative, interactives empower students to engage with concepts and take an active role in learning. REVEL's unique presentation of media as an intrinsic part of course content brings the hallmark features of Pearson's bestselling titles to life. REVEL's media interactives have been designed to be completed quickly, so students stay focused and on task.
  • End-of-chapter quizzing affords students opportunities to check their understanding before moving on.
  • REVEL’s integrated writing tools enable educators to introduce writing — among the best ways to foster and assess critical thinking — into the course without significantly impacting their grading burden. Self-paced Journaling Prompts throughout the narrative encourage students to express their thoughts without breaking stride in their reading. Assignable Shared Writing Activities direct students to share written responses with classmates, fostering peer discussion.
  • REVEL’s fully mobile learning experience enables students to read and interact with course material on the devices they use, anywhere and anytime. Responsive design allows students to access REVEL on their tablet devices and smart phones, with content displayed clearly in both portrait and landscape view.
  • Highlighting, note taking, and a glossary let students read and study however they like. Educators can add notes for students, too, including reminders or study tips.

Superior assignability and tracking tools help educators make sure students are completing their reading and understanding core concepts
  • REVEL’s assignment calendar allows educators to indicate precisely which readings must be completed on which dates. This clear, detailed schedule helps students stay on task by eliminating any ambiguity as to which material will be covered during each class. And when students know what is expected of them, they're better motivated to keep up.
  • REVEL’s performance dashboard lets educators monitor class assignment completion as well as individual student achievement. It offers actionable information that helps educators intersect with their students in meaningful ways, such as points earned on quizzes and tests and time on task. Of particular note, the trending column reveals whether students' grades are improving or declining — which helps educators identify students who might need help to stay on track.

New and updated content helps students achieve an accurate perspective on contemporary public relations
  • Entertaining examples of when public relations efforts went both wrong and right keep students engaged and focused on how the skills they’re learning may be used in a real-world context.
  • In order to help students better understand the strong theoretical underpinnings throughout the text, the Sixth Edition includes new information on social diffusion theory, cognitive dissonance, change theory, and social influence theory.
  • To ensure that students are kept up-to-date with continually changing media platforms and dynamics, the authors have incorporated analyses of new-media tactics such as the expanding role of social media, viral marketing, and mobile marketing into the Sixth Edition.
  • The inclusion of the latest reports on the status and future of the profession – including new data on salary, diversity, job duties, job satisfaction, use of social media, and ethics challenges – helps students achieve an accurate and current perspective of the industry.
  • Discussions of the public relations implications of recent events encourage students to apply what they’re learning in the text to real-life current events. Topics covered include the Occupy Wall Street protests, the scandal at Penn State University, the Arab Spring, the Boston Marathon bombing, changes in societal demographics, and the growth of social media.
  • The Sixth Edition has been updated to include 16 new case studies, 9 new QuickBreak boxes, 4 new Memos from the Field, and 11 new Social Media Apps.
1. What Is Public Relations?
2. Jobs in Public Relations
3. A Brief History of Public Relations
4. The Publics in Public Relations
5. Communication Theory and Public Opinion
6. Ethics and Social Responsibility in Public Relations
7. Research and Evaluation
8. Planning: The Strategies of Public Relations
9. Communication: The Tactics of Public Relations
10. Multimedia Message Development
11. Cyber-Relations in the Digital Age
12. Crisis Communications
13. Public Relations and Marketing
14. Cross-Cultural Communication
15. Public Relations and the Law
16. Your Future in Public Relations

 

David Guth is an associate professor at the William Allen White School of Journalism and Mass Communications, University of Kansas. Guth received a B.A. in Radio-Television-Speech from the University of Maryland (1973) and an MA in Journalism from the University of North Carolina- Chapel Hill (1990). He served associate dean of the school from July 2004 to July 2009 and as chair of the school's Strategic Communication track from January 2000 to August 2003. His areas of research interest are crisis communications, political communication, and community journalism. Prior to joining the faculty in August 1991, he served in several public information positions within the administration of North Carolina Governor Jim Martin. That included four years as the chief spokesman for the state's prison, probation, and parole systems. He was also a broadcast journalist in Kentucky, Indiana, Georgia, New York, and North Carolina and is a recipient of numerous reporting honors, including the prestigious Peabody Award. Media Guide for Attorneys, a book he coauthored in 1996, received the American Bar Association’s Partnership Award. He is the coauthor of Strategic Writing: Multimedia Writing for Public Relations, Advertising and More (undergoing revision for its fourth edition) and Adventures in Public Relations: Case Studies and Critical Thinking. Bridging the Chesapeake: A ‘Fool Idea’ That Unified Maryland (Old Line Publishing; Hampstead, MD) was released in December 2013.
Charles Marsh is the Oscar Stauffer Professor at the William Allen White School of Journalism and Mass Communications at the University of Kansas. He received his Ph.D. from the University of Kansas and has been a faculty member there since 1989. He teaches courses in public relations, communication ethics, and theories of strategic communication. Before joining the faculty at KU, Marsh was senior editor of corporate publications for the J.C. Penney Company and editor of American Way, the inflight magazine of American Airlines. His research focuses on applications of rhetoric and philosophy to modern disciplines of persuasive communication such as public relations, advertising, and marketing. He is author of Classical Rhetoric and Modern Public Relations and Public Relations, Cooperation, and Justice. With David Guth and Bonnie Poovey Short, he is coauthor of Strategic Writing: Multimedia Writing for Public Relations, Advertising, and More. His research has been published in several academic journals, including Public Relations Review, Journal of Public Relations Research, and Public Relations Inquiry. Marsh has served as a communications consultant for Ralston Purina, the USA Film Festival, the United States Information Agency, the American Management Association, JCPenney, and other organizations. At the University of Kansas, he is winner of the HOPE Award and the Kemper Award for teaching excellence.

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