Public Relations

Public relations is changing fast, and practitioners now need more specialized skills than in the past. As the field has expanded, so have the academic programs meant to prepare its future workers well. This text is organized around the competencies that professional bodies such as the Commission on Public Relations Education and the Public Relations Society of America have identified. It takes a close look at topics including diversity, leadership, and ethics.

The second half turns to the particular demands facing undergraduate and graduate students who plan to work in fields like entertainment public relations, nonprofit public relations, and investor relations. Throughout, the book shows how general competencies apply within each of these sectors. Interviews with working professionals illustrate that application in practice.

The material is supported by online resources, which include content from leading PR experts that emphasizes both competencies and hands-on practice.