The Fundamentals of Public Relations: What it is and How to Do it Well - Paperback

The Fundamentals of Public Relations treats the discipline as a craft, and gets into the practice of it early instead of circling theory.

The introduction is short. Research and the legal ground come straight after it, and from there the book is about the work itself.

Where the book spends its time

Chapters split the audiences up: staff, journalists, the local community, customers and government, each treated as a separate problem with its own rules.

Then the outputs. Writing, handling a crisis, the social channels, and after that the planning: situational analysis, external audit, and what to do with the numbers once they land.

Who it suits

Introductory courses across public relations, advertising and marketing, and anyone who landed the job without the training that was meant to come first.

From the publisher

The Fundamentals of Public Relations: What it is and How to Do it Well provides students with a comprehensive understanding of the essentials of public relations and teaches them how to apply and practice them successfully. The text emphasizes how to conduct public relations and initiate successful public relations tactics.

After a brief introduction to the discipline, the book presents students with public relations research and the legal implications of public relations practice. Additional chapters are devoted to employee, media, community, consumer, and government relations. Essential forms of communication are discussed in chapters on public relations writing, crisis communications, and social media.

Students learn the importance of strategic planning and how to approach situational analyses, external audits, and data analyses. The book concludes with an examination of the future of public relations and the role of future practitioners.

The Fundamentals of Public Relations is an ideal textbook for foundational courses in public relations, marketing, and advertising.

Dr. Joseph Harasta, APR, is an associate professor of communication studies at Kutztown University. He earned his Ed.D. in innovation and leadership at Wilmington University. His research and instruction focuses on integrated marketing communications, public relations planning, and public opinion.

He has developed public relations campaigns for professional sports teams, educational institutions, and for-profit and non-profit organizations. He is accredited in public relations by the Public Relations Society of America and co-created the B.S. in public relations program at Kutztown University.

He also established the Kutztown University Public Relations Student Society of America (PRSSA) Chapter.

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