Public Relations Strategies and Tactics, 12e Dennis Wilcox, Bryan Reber, JaeHwa
Shin, Glen Cameron (Instructor's Manual (lecture notes only) All Chapters, 100%
Original Verified, A+ Grade)
Chapter 1: Public Relations Today
Chapter Context
This chapter defines public relations and addresses the current state of the industry. Starting with the
RACE acronym, it describes the process and the functions that comprise public relations work. The
chapter identifies the differences between public relations and other public communications
functions—journalism, advertising, and marketing. Finally, the chapter describes the development and
benefits of an integrated communications strategy and how public relations works within this mix of
communication activities.
Outcome-based Outline
Outcome Learning Objectives Interactivity
Knowledge of Discipline 1.1: Describe the public
relations field as it exists
today
1.2: Categorize public
relations activities
1.3: Compare public relations
to journalism, advertising,
and marketing
1.4: Describe integrated
communication strategy
Discussion Question Bank
This discussion question bank provides a listing of discussion questions (1 –2 per module),
which are included for in-class use.
Module Discussion Question(s)
1.1: What Is the Current State of 1. Consider the COVID-19 pandemic. What role did
Public Relations? public relations play in that situation?
2. Think of the evolving role of social media. As a PR
professional, how can you use social media to
promote an organization?
1.2: What Does Public Relations 1. A company wants to promote the value of its
Involve? highly trained customer service staff. What tactics
might it employ?
2. What step of the public relations process do you
feel is most crucial and why?
1.3: How Does Public Relations 1. Describe the differences between PR and
Differ from Similar Fields? advertising.
2. A company needs to scale back its
communications budget. Why is it important to
maintain the public relations component?
Copyright © 2023 Pearson Education, Inc. All rights reserved.
, 1.4: What Is an Integrated 1. To reach its target market, an organization can
Communication Strategy? implement a 360-degree marketing campaign.
What does that entail?
2. Describe the benefits of an integrated
communication strategy.
Research Assignment
The following research assignments pertain to the main topics and/or themes of the
chapter. Please respond by writing a paper consisting of 1,000–2,000 words.
What Differentiates Public Relations from Other Communications?
PR, marketing, advertising, and journalism have substantially different primary objectives.
When we use words such as “integrated communication strategy,” the terms can blur even
more. Write a report that describes the differences between these forms of communications.
Use a current campaign to provide examples of how these fields differ in practice.
Case Activity
Home Is Where the Heart Is
Dream Home Solutions is known across the United States as a high-end home furnishings
company. While other companies were struggling, this home decor corporation looked at the
COVID-19 pandemic as an opportunity to focus people on enjoying and truly “living in” their
homes. This would allow them to maintain sales and possibly even expand their customer
base.
In the past, Dream Home Solutions focused on the quality and distinction of its products
and design services. Now, it has decided to remind people that “there is no place like
home.” This is a new message for the company, focusing on broadening its appeal and
addressing the well-being of its customer.
Ask students to incorporate specific public relations tactics to promote Dream Home’s new
message to its customers.
Copyright © 2023 Pearson Education, Inc. All rights reserved.
,Chapter 2: Careers in Public Relations
Chapter Context
This chapter describes the skills and experience needed for a career in public relations. It describes the
evolving opportunities, potential career paths, and typical salaries. The chapter helps students identify
whether a career in public relations is a suitable option for them.
Outcome-based Outline
Outcome Learning Objectives Interactivity
Knowledge of Discipline 2.1: Analyze how changes in
public relations are redefining
careers in this field
2.2: Determine the personal
qualifications that are most
valued in public relations
2.3: Differentiate jobs in the
public relations field
2.4: Analyze the factors that
influence how much public
relations professionals can
expect to earn
Information Literacy 2.5: Evaluate the experiences
of public relations
professionals
Discussion Question Bank
This discussion question bank provides a listing of discussion questions (1 –2 per module),
which are included for in-class use.
Module Discussion Question(s)
2.1: How Is Public Relations 1. How can PR help to address diversity, equity, and
Changing? inclusion (DEI) initiatives?
2. What specialty areas in PR might be most
appealing to today’s students and why?
2.2: What Skills and Experience 1. What skills are most essential for a position in PR
Are Necessary for PR? and why?
2. In what ways can you gain experience in PR so
that you can determine whether or not the field is
right for you?
2.3: What Does a Career Path in 1. Would you prefer to work in an agency or
PR Look Like? corporate setting? Why?
2. Would you consider working as a freelancer?
What are the pros and cons of this option?
Copyright © 2023 Pearson Education, Inc. All rights reserved.
, 2.4: What Are Typical Salaries in 1. Determine the impact of salary on the decision to
Public Relations? pursue a career in PR.
2. What factors contribute to the gender gap in PR
salaries?
2.5: Is Public Relations Right for 1. What factors would help you to determine
You? whether or not PR is the right field for you?
2. Describe the three traits that would be most
important to ensure a successful PR career.
Research Assignments
The following research assignments pertain to the main topics and/or themes of the
chapter. Please respond by writing a paper consisting of 1,000–1,500 words.
What Skills Do You Need to Be a Public Relations Professional?
Public relations involves the maintenance of a favorable public image by a company, an
organization, or a person. So, what really is public relations? It’s not advertising; it’s not
just issuing a press release; it’s not just communicating. Write a report that describes a job
in public relations and identifies the essential skills needed to be a successful public
relations professional. Use examples to highlight the specific skills required.
Case Activities
Pay Discrepancies in the Public Relations Workplace
Hamlin and Hamlin PR Group employs 35 public relations professionals of different genders, cultures,
and ethnicities. In the past few months, the director of the human resources department at Hamlin and
Hamlin has received complaints from some of these professionals about the discrepancy in pay between
the men and women at the firm as well as between White and non-White professionals.
Pretend you are the director of the human resources department of Hamlin and Hamlin. How would you
handle this complaint?
First, you will need to conduct background research on pay discrepancies in the public relations field
with regard to gender and race. Make sure you review scholarly research (from valued sources) on these
types of pay gaps. Then ask yourself the following questions:
• Why is equal pay important for people of different genders and races?
• What factors lead to pay gaps between people of different genders and races?
• How can you change the culture at Hamlin and Hamlin to achieve equal pay for equal work,
regardless of gender or race?
Copyright © 2023 Pearson Education, Inc. All rights reserved.
Shin, Glen Cameron (Instructor's Manual (lecture notes only) All Chapters, 100%
Original Verified, A+ Grade)
Chapter 1: Public Relations Today
Chapter Context
This chapter defines public relations and addresses the current state of the industry. Starting with the
RACE acronym, it describes the process and the functions that comprise public relations work. The
chapter identifies the differences between public relations and other public communications
functions—journalism, advertising, and marketing. Finally, the chapter describes the development and
benefits of an integrated communications strategy and how public relations works within this mix of
communication activities.
Outcome-based Outline
Outcome Learning Objectives Interactivity
Knowledge of Discipline 1.1: Describe the public
relations field as it exists
today
1.2: Categorize public
relations activities
1.3: Compare public relations
to journalism, advertising,
and marketing
1.4: Describe integrated
communication strategy
Discussion Question Bank
This discussion question bank provides a listing of discussion questions (1 –2 per module),
which are included for in-class use.
Module Discussion Question(s)
1.1: What Is the Current State of 1. Consider the COVID-19 pandemic. What role did
Public Relations? public relations play in that situation?
2. Think of the evolving role of social media. As a PR
professional, how can you use social media to
promote an organization?
1.2: What Does Public Relations 1. A company wants to promote the value of its
Involve? highly trained customer service staff. What tactics
might it employ?
2. What step of the public relations process do you
feel is most crucial and why?
1.3: How Does Public Relations 1. Describe the differences between PR and
Differ from Similar Fields? advertising.
2. A company needs to scale back its
communications budget. Why is it important to
maintain the public relations component?
Copyright © 2023 Pearson Education, Inc. All rights reserved.
, 1.4: What Is an Integrated 1. To reach its target market, an organization can
Communication Strategy? implement a 360-degree marketing campaign.
What does that entail?
2. Describe the benefits of an integrated
communication strategy.
Research Assignment
The following research assignments pertain to the main topics and/or themes of the
chapter. Please respond by writing a paper consisting of 1,000–2,000 words.
What Differentiates Public Relations from Other Communications?
PR, marketing, advertising, and journalism have substantially different primary objectives.
When we use words such as “integrated communication strategy,” the terms can blur even
more. Write a report that describes the differences between these forms of communications.
Use a current campaign to provide examples of how these fields differ in practice.
Case Activity
Home Is Where the Heart Is
Dream Home Solutions is known across the United States as a high-end home furnishings
company. While other companies were struggling, this home decor corporation looked at the
COVID-19 pandemic as an opportunity to focus people on enjoying and truly “living in” their
homes. This would allow them to maintain sales and possibly even expand their customer
base.
In the past, Dream Home Solutions focused on the quality and distinction of its products
and design services. Now, it has decided to remind people that “there is no place like
home.” This is a new message for the company, focusing on broadening its appeal and
addressing the well-being of its customer.
Ask students to incorporate specific public relations tactics to promote Dream Home’s new
message to its customers.
Copyright © 2023 Pearson Education, Inc. All rights reserved.
,Chapter 2: Careers in Public Relations
Chapter Context
This chapter describes the skills and experience needed for a career in public relations. It describes the
evolving opportunities, potential career paths, and typical salaries. The chapter helps students identify
whether a career in public relations is a suitable option for them.
Outcome-based Outline
Outcome Learning Objectives Interactivity
Knowledge of Discipline 2.1: Analyze how changes in
public relations are redefining
careers in this field
2.2: Determine the personal
qualifications that are most
valued in public relations
2.3: Differentiate jobs in the
public relations field
2.4: Analyze the factors that
influence how much public
relations professionals can
expect to earn
Information Literacy 2.5: Evaluate the experiences
of public relations
professionals
Discussion Question Bank
This discussion question bank provides a listing of discussion questions (1 –2 per module),
which are included for in-class use.
Module Discussion Question(s)
2.1: How Is Public Relations 1. How can PR help to address diversity, equity, and
Changing? inclusion (DEI) initiatives?
2. What specialty areas in PR might be most
appealing to today’s students and why?
2.2: What Skills and Experience 1. What skills are most essential for a position in PR
Are Necessary for PR? and why?
2. In what ways can you gain experience in PR so
that you can determine whether or not the field is
right for you?
2.3: What Does a Career Path in 1. Would you prefer to work in an agency or
PR Look Like? corporate setting? Why?
2. Would you consider working as a freelancer?
What are the pros and cons of this option?
Copyright © 2023 Pearson Education, Inc. All rights reserved.
, 2.4: What Are Typical Salaries in 1. Determine the impact of salary on the decision to
Public Relations? pursue a career in PR.
2. What factors contribute to the gender gap in PR
salaries?
2.5: Is Public Relations Right for 1. What factors would help you to determine
You? whether or not PR is the right field for you?
2. Describe the three traits that would be most
important to ensure a successful PR career.
Research Assignments
The following research assignments pertain to the main topics and/or themes of the
chapter. Please respond by writing a paper consisting of 1,000–1,500 words.
What Skills Do You Need to Be a Public Relations Professional?
Public relations involves the maintenance of a favorable public image by a company, an
organization, or a person. So, what really is public relations? It’s not advertising; it’s not
just issuing a press release; it’s not just communicating. Write a report that describes a job
in public relations and identifies the essential skills needed to be a successful public
relations professional. Use examples to highlight the specific skills required.
Case Activities
Pay Discrepancies in the Public Relations Workplace
Hamlin and Hamlin PR Group employs 35 public relations professionals of different genders, cultures,
and ethnicities. In the past few months, the director of the human resources department at Hamlin and
Hamlin has received complaints from some of these professionals about the discrepancy in pay between
the men and women at the firm as well as between White and non-White professionals.
Pretend you are the director of the human resources department of Hamlin and Hamlin. How would you
handle this complaint?
First, you will need to conduct background research on pay discrepancies in the public relations field
with regard to gender and race. Make sure you review scholarly research (from valued sources) on these
types of pay gaps. Then ask yourself the following questions:
• Why is equal pay important for people of different genders and races?
• What factors lead to pay gaps between people of different genders and races?
• How can you change the culture at Hamlin and Hamlin to achieve equal pay for equal work,
regardless of gender or race?
Copyright © 2023 Pearson Education, Inc. All rights reserved.
