Introduction to Public Relations Strategic, Digital, and Socially Responsible Communication

"How can public relations play a more active role in the betterment of society? Introduction to Public Relations: Strategic, Digital, and Socially Responsible Communication, Third Edition presents the comprehensive field of public relations as it is today and will be tomorrow. Recognizing that the shifts in technology, business, and culture require a fresh approach, Janis T. Page and Lawrence Parnell present an introductory text that shows how today's PR professionals create persuasive messages with modern technologies, but also work in line with the industry's foundations. Since the practice of public relations is rooted in credibility, the authors' main goal is to develop ethical and socially responsible communicators who are more concerned with building trust and respect with the diverse communities than envisioning the next viral campaign. The authors balance this approach with a focus on understanding communication theory, history,