Discovering Public Relations - Vantage Learning Platform

An Introduction to Creative and Strategic Practices

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KEY FEATURES OF DISCOVERING PUBLIC RELATIONS, SECOND EDITION

New to this Edition:

• New chapter on Crisis Communication.
• Each end-of-chapter case study is new, reflecting timely topics and cases such as Rihanna and Fenty Beauty, Stranger Things' projection on the Empire State Building, and Dove's Detox Your Feed initiative.
• New and updated Game Changers feature interviews with some of the leading voices in the profession, showcasing individuals who are essentially changing the game in their respective areas of public relations.
• Insights into artificial intelligence are highlighted and expanded throughout all chapters.
• Chapter 4 on Diversity and Inclusion has been revamped with important insights into how equity and belonging reflect current industry trends and practices, along with new coverage of opportunities, language, and accessibility as areas for improvement in the PR field related to DEI.
• New and updated examples include discussion of AI insights related to ethical and legal considerations in PR, Formula One racing, Taylor Swift, data protection and privacy initiatives, companies facing greenwashing allegations, the Kentucky Derby, the Barbie movie, and more.

Key Features:

• The text is aligned with guidelines put forth by the Commission on Public Relations Education (CPRE).
• Chapter-opening learning objectives identify what students should be able to accomplish upon completing the reading.
• Infographics convey information to students in a visually appealing way that makes learning easier.
• Game Changer feature spotlights professionals in different areas of public relations who share their wisdom with the future generation of public relations scholars.
• Building Your Brand exercises help students apply their skills from the chapter to build their own personal brand as a rising PR professional.
• Building Your Portfolio activities allow students to apply what they have learned in the chapter to produce work that can be added to their digital or physical portfolio to show their future employers.
• Summaries, key terms, and discussion questions at the conclusion of chapters allow students to review content to reinforce learning.
• End-of-chapter APR Exam sections show how chapter content aligns with the Accreditation in Public Relations (APR) exam.