New Book: Introduction to Strategic Public Relations

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Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communication 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 have written a practical introductory text that aligns these changes atop the body of knowledge in which the study of public relations was built. 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 diverse communities than envisioning the next viral campaign. The authors balance this approach with a focus on understanding communication theory, history, process, and practice and how it can be applied to strategic public relations planning, along with the creation of a believable and persuasive message.

SAGE Publications, 496 pages, January 2018


Public Relations is much more than just communication. Page and Parnell show that a broader strategic view can not only drive business results, it can change the world.
— Mike Fernandez, CEO, Burson-Marsteller USA
This is a foundational book, remarkable in its breadth, and written by two of the nation’s experts.
— Richard A. Woods, former Sr VP corporate affairs, Capital One Financial Corp.
Page and Parnell bring the right formula at just the right time.
— Tom Martin, former CCO at FedEx and ITT; Executive-in-Residence, The College of Charleston
Page and Parnell’s newest book comes at just the right time. The practice of public relations today needs to be grounded in strategic thinking, responsible best practices, and data-based insights in order to help clients navigate the rapidly-growing and unthinkable challenges facing business and society today.
— Leslie Gaines-Ross, chief reputation strategist, Weber Shandwick
This is a good book jam-packed with recent information about public relations in multiple arenas.
— Donald K. Wright, Ph.D., Harold Burson professor and chair in Public Relations, Boston University and APR, Fellow, Public Relations Society of America (PRSA)
This text details a contemporary way to practice strategic public relations across multiple public relations sectors.
— Don W. Stacks, Ph.D., professor emeritus of Public Relations & Corp. Comm., University of Miami
Careful attention to the core values of building authentic stakeholder relationships and an informed eye on the evolving strategic digital future.
— Roger Bolton, former Sr VP communications, Aetna; former director corporate media relations, IBM; president, Arthur W. Page Society
A much-needed text for the modern PR professional.
— Maureen Taylor, Ph.D., professor and director of the School of Advertising and Public Relations, University of Tennessee
The reality and complexity of public relations…is reflected in the consistent emphasis on social responsibility and its relationship to reputation.
— W. Timothy Coombs, crisis communication researcher and professor, Texas A&M University
Page and Parnell set an ethically-based context for training the next generation of public relations leaders that is essential for their development. The thoughtful, mindful practice of our profession has never been more important.
— Tom Mattia, former chairman, Edelman-China; former senior VP and director WW public affairs & communication, The Coca-Cola Company; Rutgers University School of Communication and Information