Shin Publishes New Book on Public Relations

Thu, 01/28/2021 - 10:18am | By: David Tisdale

Dr. Jae-Hwa Shin, a professor in The University of Southern Mississippi (USM) School of Communication, has co-authored a new book, Public Relations Theory: Capabilities and Competencies, the first authored public relations theory book in the field.

Along with co-author Robert Heath, Dr. Shin offers in this new book a comprehensive overview of the major theoretical perspectives in public relations, considering the evolution, diversification and merger of approaches spurred by rapid changes in society, cultural boundaries, technology, and media environments. It features both organizational and social theories of public relations, including cases and challenges to help students bring theory and research to bear on solving daily challenges in public relations practice. 

And, rather than advocate for a particular theoretical view or position, Dr. Shin says Public Relations Theory: Capabilities and Competencies instead explores the wide range of theoretical frameworks and themes for public relations and mass communication in a larger nexus, and addresses diverse, global, electronic and technologically evolving media environments through theoretical lenses.

Featured sections of the book include the following:

• An examination of excellence theory, contingency theory, rhetorical theory, and critical theory as these perspectives apply to public relations 
• Issues management, crisis management, risk management and conflict management with respect to public relations 
• Combining theory and practice for conceptualization and strategic execution of robust public relations programs and campaigns 
• The importance of public relations ethics to serve the public good 
• How to define "the public" or "relationships" in the field of public relations 

Public Relations Theory: Capabilities and Competencies closes with a discussion of emerging topics and the recent transformation of public relations theory to take diversity, technology, and global identity into account, and offers insight into future directions. 

“This book is perfect for upper level undergraduate and graduate students of public relations in journalism and communication,” Dr. Shin said. “It will also be useful for public relations practitioners who hope to improve their understanding of the theoretical background and principles of their work, and serve as an excellent reference for doctoral students and researchers in the area.” 

A member of the USM faculty since 2003, Dr. Shin earned her doctorate from the University of Missouri, Columbia. She previously served as communications director at the Korea Economic Research Institute and the Center for Free Enterprise, affiliated with the Federation of Korean Industries, which was founded in 1961 by multinational corporate members such as Samsung, LG, Hyundai, and other industry leaders in Seoul, South Korea.

Dr. Shin’s research focuses on public relations from a strategic conflict management perspective across cultural settings in social media environments. Her previous publications include numerous journal articles and book chapters, and she has co-authored other books, including two widely used textbooks, Public Relations Today: Managing Conflict and Competition and Think: Public Relations. She is a member of the editorial board of Journal of Public Relations Research.

The USM School of Communication is housed in the College of Arts and Sciences. Learn more about the School at https://www.usm.edu/communication/index.php.