Every chapter of Public Relations showcases an outstanding set of features and pedagogy. These include: learning outcomes aligned with key UAB competencies, case studies, ethics topics mapped to the PRSA Code of Ethics, In Case You Missed It practical tips, Q&A’s with professionals and scholars, bulleted summaries, discussion questions and activities and key terms defined in the margins.

Learning outcomes

In addition to learning outcomes specific to emerging media, each chapter opens with public relations learning outcomes aligned with the Universal Accreditation Board (UAB) groupings of competencies (as outlined at http://www.praccreditation.org/resources/documents/2016-apr-KSAs-Tested.pdf). This ensures Public Relations is professionally relevant.

Case Studies

Every chapter includes at least one extended run-in case study embedded in the text, and some chapters contain two or even three.

Ethics topics mapped to the PRSA Code of Ethics

Ethics are integral to the first chapter and discussed in every chapter thereafter. Each of the six provisions for conduct in the PRSA Code of Ethics is covered.

In Case You Missed It

End-of-chapter boxes summarize some of the most useful tips covered in the chapter, particularly as they pertain to social media use.

Voices from the Field Q&As with professionals and scholars

Each chapter includes a Q&A with a practitioner or scholar offering additional from-the-field perspectives and insights into the success stories and cases presented in the chapters.


Queries included at the end of most photo and figure captions prompt students to think more critically about the highlighted examples.

Bulleted summaries

Summaries organized around the learning outcomes identified at the start of each chapter reinforce the key takeaways.

Discussion questions and activities

Suggested questions and activities at the end of each chapter encourage students to demonstrate learning outcomes by discussing personal and professional experiences or by analyzing and evaluating online resources. Instructors can easily deploy these in face-to-face or online teaching as writing assignments or discussion starters that connect student learning outcomes with current events and technologies.

Marginal glossary

Key terms are defined in the margins of the text where they are first bolded, to reinforce key concepts.