This PR student handbook is designed to provide you with the knowledge and skills that will help prepare you for a successful career in public relations. Through examples, tips, and exercises, Pathways to Public Relations will show you how to:

• Conduct basic client or issue research
• Create the range of materials and tools used in PR
• Demonstrate competency in professional writing
• Adopt the conventions of journalism, such as attribution, the inverted pyramid, and the basics of Associated Press style
• Synthesize and analyze for PR problem-solving
• Develop strong writing and editing skills
• Prepare a portfolio of work
• Use campus resources to help prepare you for your career

This handbook has been prepared to help you chart your path and support your studies in public relations. The first section introduces you to the profession, George Mason University's PR curriculum, and the myriad of ways you can acquire valuable skills and experience during your years on campus. Section two focuses on specific skills, providing practical templates and how-to guides to help you successfully complete your assignments in Mason's PR courses. Section three walks you through the process of writing a public relations plan, covers basic research, and discusses the use of goals, objectives, strategies, and tactics. The final section offers a primer on working with clients, working productively in teams, and conducting positive client communication.

Handling a crisis and knowing how to manage the potential reputational damage that can occur has become a top priority for all businesses. Learn from international brands like Nestle, Unilever, McDonalds, Cadbury, RBS and more, to discover the value of reputation management and how to effectively and proactively approach the Corporate Social Responsibility of your business.

Whether it is an internal or external crisis, now more than ever brands and organizations are having to understand and respond rapidly to shifting public values, rising expectations, demands for public consultation and increasingly intrusive news media.

Crisis, Issues and Reputation Management defines and explores the value of reputation, providing practical guidelines for effective reputation management that will resolve issues with minimum damage and disruption to the business.

Showcasing a variety of crises through a range of case studies from international brands including Nestle, Unilever, General Electric, McDonald's, Coca-cola, Cadbury, Tesco, Pan Am, RBS and more, this definitive handbook provides a new and broader perspective on the topic for new and seasoned practitioners alike.

Practical and accessible, it outlines a comprehensive approach to managing situations that may turn into crises - and handling crises once they occur.

Publicist Edward L. Bernays offers here the kind of advice individuals and a variety of organizations sought from him on a professional basis during more than four decades. With such knowledge, every intelligent person can carry on his or her activities more effectively. This book provides know-why as well know-how. Bernays explains the underlying philosophy of public relations and the PR methods and practices to be applied in specific cases. He presents broad approaches and solutions as they were successfully carried out in his long professional career. Public relations is not publicity, press agentry, promotion, advertising, or a bag of tricks, but a continuing process of social integration. It is a field of adjusting private and public interest. Everyone engaged in any public activity, and every student of human behavior and society, will find in this book a challenge and opportunity to further both the public interest and their own interest.

A Wall Street Journal Bestseller

Pfizer's trailblazing communications leader, Sally Susman, reveals how we can break through the noise to get our message across and make positive change.

A global pandemic. A roller-coaster economy. Political tensions ready to ignite, and common civility at an all-time low. For leaders, the pressures and the stakes could not be higher. And in such a stormy, often dangerous world, communications can no longer be considered a soft skill. The ability to reach people and drive public conversation is a rock-hard competency.

In this wise and inspiring book, Sally Susman, the renowned head of corporate affairs at global biopharmaceutical giant Pfizer, tells the fascinating story of how the company managed the massive communications challenge that came with Covid-19 and the race to produce an effective vaccine. Just as crucial as creating the vaccine itself was the task of winning people's hearts and minds, and Susman highlights the principles that enabled her to break through, connect, and help move people forward, not only at Pfizer but over a long and stellar career. She shows how clarifying and channeling your intention is an essential first step: What are you trying to say? She illustrates how leaders need to muster the courage to be candid in order to be effective and how, in order to connect, they must both disarm with humility and delight with humor. As a gay, married woman, she talks forthrightly about the challenges and opportunities of embracing who you are, both at home and in the workplace.

Susman's stories will draw you in with their warmth and humanity, and enlighten and motivate you with their insight and passion. Breaking Through is essential reading for any leader who faces the daunting challenge of communicating in our noisy, turbulent world.

Embrace innovation and creativity to take your internal communications beyond conventional methods and create lasting impact in your organization.

Internal communication is critical for business success, as is innovation. Technological advancements and changing employee expectations are reshaping the workplace, meaning traditional communication methods are no longer sufficient. This book explains how adopting an innovation mindset and placing employees at the forefront can revolutionize your internal communication, enhance employee engagement and ultimately contribute to the achievement of organizational goals.

Covering the different obstacles practitioners may face, this book provides practical ways to overcome every challenge in order to free up space for innovation and experimentation in your work. From maximizing impact through psychology and behavioural science, to how to best balance the technology that is available with the human touch, this book takes your communications beyond the basics of best practice and onto the next level of effective communication. In this hands-on book, learn how you can drive change in your organization and encourage a culture of continuous learning and improvement, ensuring that your internal communications can continue to adapt to meet evolving employee expectations.

The Bare-Knuckled Truths of Edward Bernays

You may not know Edward Bernays, but Edward Bernays knows you. His 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence and manipulate public attitudes over the past century, and the mass media continues that practice today.

This seminal work on how public opinion is created and shaped, offers a glimpse into the world of propaganda and advertising. Bernays, who believes the public behaves like a herd of animals, shows how ideas about what to eat, and how we should look and dress can easily be put into our heads. He outlines how the masses can be controlled in whatever way the influencer chooses.

This original and complete edition includes a new Introduction by PEN Award-winning historian, Mitch Horowitz.

By adapting the ideas that this pioneering PR strategist, who considered himself part of an intellectual and economic elite entitled to govern public opinion and global policy, governments and advertisers have been able to regiment the mind. His work explains the popularity of today's TV news shout-fests and angry social media posts because, as Bernays observed, crowds love a contest. This crowd-contest dynamic fuels the hostile and sarcastic comment chains that populate Twitter, Facebook, and other social media outlets.

We know that beliefs can gain sudden popularity based on the public's proclivity for seven factors: flight-fear, repulsion-disgust, curiosity-wonder, pugnacity-anger, self-display-elation, self-abasement-subjection, parental-love-tenderness.

Named as one of the 100 most influential Americans of the 20th Century by Life magazine, Bernays' clients included the American Tobacco Company, several U.S. presidents and the opponents of the Guatemalan revolution. This Austrian-born nephew of Sigmund Freud made a study of the different ways to use propaganda. Crystallizing Public Opinion was his first major effort to sell himself and his philosophy of public relations.

My graduate students like this book's real-world focus on public relations as a strategic role in the C-suite. -Ron Culp, professional director, Public Relations & Advertising graduate program, DePaul University; former Senior Vice President, Chief Communication Officer, Sears Leadership in Communication is a cogent, bright, easily readable definition of what corporate communicators do. More than that, it's an uncommonly careful look at how strategic communication defines, drives, and creates value for a commercial enterprise-its employees, its owners, and those whom they serve. -James S. O'Rourke, IV, PhD, Professor of Management, Mendoza College of Business, University of Notre Dame The quality of leadership in any organization-business, social, military, and government-is enhanced or limited by the quality of its leadership communication. The authors assert that leadership is given force by strategic communication that produces results required in competitive conditions. For the professional in enterprise communication, this brings into focus two questions: What is the relevance of communication in the leadership process of reaching best achievable outcomes (BAOs)? And, how does the primary communication professional attain expert in uence and success in a leadership position? This book provides insights and guidance on functioning at the highest levels of the corpo rate communications profession.

Is your company equipped to deal with any kind of crisis - whether caused by internal error, customer action or social media mishap? This bestselling guide gives readers the skills, tools and knowledge to respond effectively to these high-stake situations and protect your brand from disaster.

Crisis Communication Strategies is a must-have guide that covers the whole span of a crisis from preparing and laying the groundwork before it occurs, during the incident, and the aftermath, including the move to recovery and beyond. It guides readers through each phase, providing details of what to consider, what should be done and tips and checklists for improved responses.

This second edition of Crisis Communication Strategies provides new sections on managing long-running crises and the phases of crises. It also contains new content looking at behavioral communication as a tactic during a crisis, and how to ensure diversity and inclusivity at a time of crisis.

Supported by brand new case studies and examples from responses to events including the British Post Office scandal, Burger King's misfired International Women's Day campaign, Yorkshire cricket's racism scandal and Peloton's crises. It also explores the role of leadership in a crisis and developing a crisis communication response that has people at the heart of it. It is an essential guide for PR and communication professionals who wish to protect their company and build long-term resilience.

Diverse Voices: Profiles in Leadership will help educators, students and practioners of Public Relations better understand the challenges faced by minorities in the field. Published by the PRSA Foundation in partnership with the Museum of Public Relations, Diverse Voices will feature interviews with a variety of corporate, organizational and agency leaders discussing their successes, obstacles and lessons learned in their career paths.

The book will be a valuable resource not only for students and educators but for managers of all levels, in agencies, corporate communications departments and organizations.

IN SCHOOL WE'RE TAUGHT THE WRITTEN WORD; IN LIFE IT'S WHAT WE SAY THAT MATTERS - ESPECIALLY DURING MEDIA INTERVIEWS

Game Face pushes the playback button on 19 real media interviews to illustrate the verbal skills, techniques, and tactics you'll need to master any interview. It's the ultimate guide for any high-stakes Q & A--from a media or job interview to a public hearing.

On-the-record interviews create defining moments, either igniting careers or extinguishing them. Along with verbal skills, interviews reveal character. In Game Face, media-training techniques are linked to conduct that guide behaviour.

Each chapter tells the story of a celebrated media encounter, the players, the fallout, and the lessons learned. Game Face puts you in the hot seat alongside the subjects, contrasting what they said with what they should have said. The first ever rules of conduct were inspired by the gaffes and verbal lapses of hundreds of subjects from the past and present.

The ability to deftly respond to questions is a vital skill and the essence of your self-presentation--or your self-preservation in a crisis. Williams delivers an insightful and engaging media-coaching experience for performing your best in every interview situation

What is a trust signal?

Let's say you're interested in a book you aren't familiar with-this book, for example.

Before you buy it, you wonder, Can I trust this author? Can you trust that their book will be worth your money and your time?

The author, in turn, tries to prove their trustworthiness in a number of ways:

• An accomplished and relevant biography
• Glowing praise from well-known people on the cover
• Five-star reviews on Amazon
• Acclaim on social media by people you follow
• Coverage in news media outlets you know and respect

These are examples of trust signals, the points of evidence that individuals, companies, and brands use to win one another's trust.

Mastering these signals is the single best way to build, grow, and protect your brand in today's post-truth world-where trust is the most precious commodity of all.

The field of public relations is as old as media itself, and yet thanks to technology, it has changed and continues to evolve with the times. From the ease with which people and news travels, to how journalists and the public interact; PR is now a business of its own. Public relations and media are now dramatically enhanced with the evolution of the Internet and multiple digital platforms. What used to be standard press releases, press conferences, and information spread via journalists, newspapers, and TV; is now a matter of the right social media and digital distribution. This book offers anyone, whether a newcomer to the field of PR and media, or a seasoned pro, a step-by-step walk through the best strategies for your own PR. Music Executive, Mathew Knowles offers years of marketing savvy folded into easy to use tips and practices. His lessons both educate and establish the reader via the tools presented in each chapter. Anyone looking to know the ins and outs of how to better publicize their ventures in today's market will find here a comprehensive but bite-sized manual of pure Knowles marketing genius.The proliferation of social media and common use of tools such as mobile devices mean that messages can be released from a company and go viral almost instantly. One of the challenges for public relations is that the goal is to create a very well-crafted message before it gets out among the public, but to do that can be very difficult.Not that long ago, when newspapers gave us most of the news we needed, the paper could print a story and then later print a retraction. These days, things are very different. News gets carried by social media at a rapid pace, and in so many directions, that a retraction may go nowhere at all, while the original story - albeit erroneous - goes as far as it can. If someone within the company learns something new, they can literally share it with all their friends in mere moments. As a result, it becomes even more important that we spread news that is worthy of being shared and sends the message that we intended.Naturally, many companies do a really good job with their public relations. They have dedicated communicators on staff who understand their own jobs and who create a message that reflects the organization's brand and mission. They also carefully craft a message that can be effectively and efficiently released through social media, spreading the image of the company that they want to share.

This book, newly discovered from the archives of his biographer, is Ivy Lee's only known full-length manuscript. Written in the mid-1920s, a time when the public relations field was first coming into its own, it is a guide not as much for the practitioner, but wisely, for a Jazz-Age public facing its first-ever bout of information overload. Lee advises the reader how to identify and cope with the seemingly relentless flow of messages--emanating from radio, newsreels and other new media--in order to separate out truth from reality, news from propaganda. He coaches the reader how to be a smart consumer of media, and shield himself from the newly emerging influence of motivational research and consumer crowd behavior. Although the book was written just as talkies were consuming the screen, the guidance it offers is just as valuable, perhaps even moreso, as YouTube and Twitter consume our screens, 90 years later.

Readers of Mr. Lee's Publicity Book: A Citizen's Guide to Public Relations annotated and edited by Burton St. John III will also enjoy fascinating observations from some of today's pre-eminent scholars and historians of media and public relations. Their comments point to fascinating parallels between Lee's day and today, and also explore the progress, or lack thereof, in the public's comprehension of publicity's impact today.