Higher Education

Cengage Advantage Books: This is PR: The Realities of Public Relations, 11th Edition

  • Doug Newsom Texas Christian University (Retired)
  • Judy Turk Virginia Commonwealth University
  • Dean Kruckeberg University of North Carolina at Charlotte
  • ISBN-10: 1111836833  |  ISBN-13: 9781111836832
  • 384 Pages
  • Previous Editions: 2010, 2007, 2004
  • © 2013 | Published
  • College Bookstore Wholesale Price = $99.75
  *Why an online review copy?
  • It's the greener, leaner way to review! An online copy cuts down on paper and on time. Reduce the wait (and the weight) of printed texts. Your online copy arrives instantly, and you can review it anytime from your computer or favorite mobile device.

If you prefer a print copy to review, please contact your representative.



Ideal for the beginning student or the experienced public relations practitioner, THIS IS PR: THE REALITIES OF PUBLIC RELATIONS, Eleventh Edition, covers the world of public relations with a strong emphasis on fundamentals such as history and research, as well as emerging issues such as technology, ethics, and the international aspects. With numerous examples, strategies, tactics, and case studies, your students will have resources they can take away from the classroom.

Features and Benefits

  • Coverage of updated trends includes discussion of increasing career opportunities in various specializations such as healthcare and technology.
  • Updated coverage on the ways in which new technologies are changing PR practices includes blogging and electronic sources.
  • To make connections with students, each chapter has new and updated Perspective Boxes ranging in topic from ethical issues to theory and research perspectives.
  • New guidance for strategic communication and counsel in practice and education comes from the 2010 Stockholm Accords.
  • A thorough introduction to the PR industry, including broad coverage of PR trends with relevant and current examples; helps illustrate concepts and put them into action.
  • Strong coverage of publics as opposed to "audience" encourages students to think critically about public relations.
  • Integrated pedagogy highlights key themes and keeps students engaged in the content. Look for features such as "PR in Practice", "Ethical Perspective", and "Theory and Research Perspective". Learning objectives appear at the beginning of each chapter, and discussion questions and suggested websites are included at the end of all chapters.
  • Thorough coverage of research includes planning, monitoring and evaluating.

Table of Contents

1. PR Roles and Responsibilities.
2. PR's Origins and Evolution.
3. Research: Planning, Processes and Techniques.
4. Publics and Public Opinion.
5. Theoretical Underpinnings for PR.
6. PR Ethics and Responsibilities.
7. PR and the Law.
8. Strategic Management in PR Practice.
9. Communication Channels and Media.
10. Tactics and Techniques: Details That Make PR Strategy Work.
11. Campaigns.
12. Crisis and Credibility.

What's New

  • Chapter inserts on PR in Practice, Ethical Perspective and Research Perspective have been included to help students understand the application of PR principles, and they have been updated or replaced where needed.
  • Globalization of all content in this edition unifies the PR environment to help students better understand the practice.
  • The Crisis and Credibility chapter has been expanded because crises appear to be erupting more often and with critical impact on the world's environmental, economic, political and social systems.
  • Coverage of new international standards of practice is included.
  • Since public and private communication adapt quickly to technological change, this edition includes coverage of the impact of emerging technology on PR.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Printed Text + Web Site

ISBN-10: 1305247353 | ISBN-13: 9781305247352

List Price = $132.95  | College Bookstore Wholesale Price = $99.75

This Bundle Includes:

  • Cengage Advantage Books: This is PR: The Realities of Public Relations
    List Price = $132.95  | CengageBrain Price = $132.95  | College Bookstore Wholesale Price = $99.75
  • Web Site
    List Price = $.00  | College Bookstore Wholesale Price = $.00


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

PowerLecture with ExamView®  (ISBN-10: 1111836892 | ISBN-13: 9781111836894)

This one-stop lecture tool makes it easy for you to assemble, edit, publish, and present custom lectures for your course by using Microsoft® PowerPoint®. The Multimedia Manager lets you bring together text-specific lecture outlines and art, along with video and animations from the Web or your own materials -- culminating in a powerful, personalized media-enhanced presentation. In addition, the CD-ROM offers an electronic version of the Instructor Resource Manual and ExamView® software.

Online Instructor's Resource Manual  (ISBN-10: 1133042775 | ISBN-13: 9781133042778)

The Instructor's Manual contains resources designed to streamline and maximize the effectiveness of your course preparation. This helpful manual includes suggestions for developing a course syllabus, chapter objectives, and assessment tests. Each chapter includes a chapter outline; suggestions for class activities and discussions; supplemental readings; and true/false and multiple-choice test items. The activities provide innovative ways to present relevant concepts in each chapter; they include group projects, out-of-class assignments, role plays, lecture ideas, and audiovisual suggestions.

Meet the Author

Author Bio

Doug Newsom

Doug Newsom, Ph.D., APR and Fellow Public Relations Society of America (PRSA) is a Texas Christian University professor emerita of The Schieffer School of Journalism and the senior co-author of THIS IS PR AND PUBLIC RELATIONS WRITING. She also is the co-author of three other books and the author of another two, as well as the author of four current book chapters. She is former member of the Commission on Public Relations Education, former chair of PRSA's College of Fellows and is a past chair of the Accrediting Committee for the Accrediting Council on Education for Journalism and Mass Communications. She has been president of the Association for Education in Journalism and Mass Communication, Southwest Education Council for Journalism and Mass Communication, Texas Public Relations Association, and both the Dallas and Fort Worth chapters of PRSA. Dr. Newsom has been national faculty advisor to PRSSA. She has been head of the PR Division of AEJMC and served as chair of its former division heads. Awards include the Institute for Public Relations' Pathfinder, PRSA Outstanding Educator, Public Relations Foundation of Texas's Educator of the Year Award, Texas Public Relations Association's Golden Spur, the Association for Women in Communications Headliner, and in 2010 she was named to the Hall of Excellence of TCU's Schieffer School of Journalism. She has served Fulbright teaching appointments in India and Singapore; given workshops in South Africa, Hungary, Bulgaria, Poland and Vanuatu; and taught in Latvia and England. She has been chair of the Fulbright discipline committee, served 18 years on a gas research institute's advisory council and was one of the first women elected to the board of a publicly held company, she was the first woman elected to the board of ONEOK where she served 24 years until reaching mandatory retirement age. Currently, her volunteer public relations work is for Rotary International.

Judy Turk

Judy VanSlyke Turk, professor in the School of Mass Communications at Virginia Commonwealth University, served as its director March 2002-2010. Previously, she was founding dean of the College of Communications and Media Sciences at Zayed University in the United Arab Emirates, dean of the College of Journalism and Mass Communications at the University of South Carolina, director of the journalism and mass communication program at Kent State University and a faculty member at the University of Oklahoma, Louisiana State University and Syracuse University. She is president of the Arab-U.S. Association of Communication educators and is a member of the Accrediting Committee of the Accrediting Council on Education in Journalism and Mass Communication (ACEJMC). VanSlyke Turk is past president of the Association of Schools of Journalism and Mass Communication (ASJMC) and of the Association for Education in Journalism and Mass Communication (AEJMC). In 2006, AEJMC recognized her as its Outstanding Woman in Journalism Education. She has been chair of AEJMC's teaching standards committee, Council of Divisions and the Public Relations Division. VanSlyke Turk is a member of the Arthur W. Page Society and past chair of the College of Fellows of the Public Relations Society of America's College of Fellows. She was named Outstanding Public Relations Educator of PRSA in 1992, and in 2005 she shared the Pathfinder Award from the Institute for Public Relations with THIS IS PR co-author Doug Newsom for her lifetime contributions of research. She is associate editor of Journalism Studies and member of the editorial advisory boards of the Journal of Public Relations Research, Public Relations Journal, Public Relations Review and Journalism and Mass Communications Quarterly. In addition to this text, she is co-editor of a collection of international case studies published by the Institute for Public Relations.

Dean Kruckeberg

Dean Kruckeberg, Ph.D., APR and Fellow PRSA (Public Relations Society of America), is executive director of the Center for Global Public Relations and a professor in the Department of Communication Studies at the University of North Carolina at Charlotte. Previously, he was a public relations professor in the Department of Communication Studies at the University of Northern Iowa and coordinator of the Public Relations Degree Program and the Mass Communication Division. He is a charter member of the Commission on Global Public Relations Research and a senior fellow of the Society for New Communications Research. Since 1997, Kruckeberg has been co-chair of the Commission on Public Relations Education. For the PRSA, he served for two years on the national board, is a member of the PRSA Advocacy Advisory Board, has been chair of the Educator's Section (now Academy), was Midwest District Chair of PRSA, and was co-chair of the national Educational Affairs Committee of which he remains a member. He is former National Faculty Advisor of the Public Relations Student Society of America and former Advisor to Forum, the national newspaper of PRSSA. He is a past chair of the Public Relations Division of the International Communication Association, former Head of the Public Relations Division of the Association for Education in Journalism and Mass Communication, and former Chair of the Public Relations Division of the National Communication Association. Awards include PRSA's outstanding educator in 1995; 1997 recipient of the Pathfinder Award from the Institute for Public Relations; 1997 State of Iowa Regents Faculty Excellence Award; 1998 Wartburg College Alumni Citation; and 2006 recipient of the Jackson Jackson & Wagner Behavioral Research Prize. In addition to this text, Kruckeberg is co-author of the book PUBLIC RELATIONS AND COMMUNITY: A RECONSTRUCTED THEORY.