PR Strategy and Application

W. Timothy Coombs is Professor of Corporate Communication at Eastern Illinois University.  He is the author of Code Red in the Boardroom (2006), Today’s Public Relations (2006), and It's Not Just PR (with Sherry Holladay, 2007), and co-editor (with Sherry Holladay) of the Handbook of Crisis Communication (Wiley-Blackwell 2010). Sherry J. Holladay is Professor of Corporate Communication at Eastern Illinois University. She is the author of numerous articles related to corporate communication.

• Preface 1. Introduction and Overview2. Public Relations Contested and Ethically Challenged3. Public Relations and Transparency4. Public Relations as Strategic Communication5. Public Relations as Activism6. Media Relations: Shaping the News7. Technological Development and Online Public Relations8. Social Marketing9. Reputation Management10. Issues Management11. Risk Communication12. Crisis Communication13. Corporate Social Responsibility: A New Driver for Public Relations14. Public Relations Goes International15. Conclusion: Does Society Need Public Relations?Appendix 1: US Food & Drug Administration News ReleaseAppendix 2: US Centers for Disease Control and Prevention News ReleaseAppendix 3: American Veterinary Medical Association Media AlertAppendix 4: US Food & Drug Administration Pitch Letter GuidanceReferencesIndex