Public Relations Competencies and Practice

The industry of public relations is rapidly evolving, requiring practitioners to have greater specialization than ever before. Hand in hand with the growth of the industry, educational programs have developed to address the growing need for quality preparation for future practitioners. Public Relations: Competencies and Practice focuses on the required competencies expected and applications of public relations into specific sectors of practice.

Based on competencies identified by organizations such as the Commission on Public Relations Education and the Public Relations Society of America, Public Relations provides a robust examination of areas such as diversity, leadership, and ethics. The second part of the text focuses on these unique requirements for undergraduate and graduate students focused on entering sectors such as entertainment public relations, nonprofit public relations, or investor relations.

The book also features online resources for instructors:

• Sample course syllabus
• Discussion questions

• Suggested midterm and final project

Public Relations offers students competency- and practice-focused content from top PR experts and incorporates interviews from professionals in the field to show students how to apply competencies in specific practice sectors.

Table of Content

1. Introduction

By Carolyn Mae Kim, Ph.D., APR

2. Leadership

By Bruce K. Berger, Ph.D.

3. Diversity and Inclusion:A Core Public Relations Mandate

By Dean E. Mundy, Ph.D.

4.Practicing Public Relations Across Cultures: The Value of Intercultural Communication Competence

By Nilanjana R. Bardhan, Ph.D.

5. Public Relations Ethics: Responsibilities & Necessary Skills

By Marlene S. Neill, Ph.D., APR

6.Business Literacy: Thoughtful Awareness and Insightful Action in a Changing Workplace

By Douglas J. Swanson, Ed.D, APR

7. Content Creation in Public Relations

By Burghardt Tenderich, Ph.D.

8. Legal Considerations in Public Relations

By Karla K. Gower, Ph.D.

9. Measurement and Evaluation in Public Relations

By Linjuan Rita Men, Ph.D., Katy Robinson, and Patrick Thelen

10. Crisis Management

By Timothy Coombs, Ph.D. and Rebecca Costantini

11. Stewardship

By Geah Pressgrove, Ph.D. and Virginia S. Harrison

12. Social Media in Public Relations

By Karen Freberg, Ph.D.

13. Work-Life Balance

By Hongmei Shen, Ph.D., APR

14. Internal Communication

By Tina McCorkindale, Ph.D., APR

15. Healthcare Communication: A Growing Area of Public Relations

By Brooke W. McKeever, Ph.D., and Minhee Choi

16. The Challenges and Opportunities in Sports Public Relations

By Duncan Koerber, Ph.D.

17. Entertainment Public Relations

By Trayce Billingsly Leak, Ph.D. and Natalie T. J. Tindall, Ph.D.

18.Financial Communications and Investor Relations: Speaking and Translating the Language (and Issues) of Business and Finance

By Matthew W. Ragas, Ph.D.

19. Nonprofit Public Relations: Contributing to Social Good

By Carolyn Mae Kim, Ph.D., APR

20. Public Relations in the Political World

By Jason Mollica

21.Corporate and Agency Public Relations

By Michael B. Goodman, Ph.D.

22. Media Relations

By Emily S. Kinsky, Ph.D.

Carolyn Mae Kim is an Associate Professor of Public Relations at Biola University. Her research specialties include credibility, digital strategy, media ecology, and public relations education.