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Shin Co-Author of Latest Edition of Public Relations Book

Fri, 03/24/2023 - 11:23am | By: David Tisdale

Public Relations: Strategies & Tactics, published by Pearson, Inc.Dr. Jae-Hwa Shin, a professor of public relations in The University of Southern Mississippi (USM) School of Media and Communication, is co-author of the 12th edition of Public Relations: Strategies & Tactics, published by Pearson, Inc.

In Public Relations: Strategies & Tactics, researchers, professionals, educators, and students will find interesting examples, case studies, and infographics throughout to actively engage in the basic concepts of professional practice. For instructors, it provides for their students basic principles of effective public relations and how to apply them to real-life situations. The numerous activities featured also challenge them to develop their creative problem-solving skills, essential for a successful career in public relations, instilling a deep understanding of what it means to be a public relations professional with high standards of ethical responsibility.

The book also extensively covers how digital and social media have revolutionized the public relations industry, making this edition particularly relevant to students, instructors, professionals, and researchers wanting to understand the current practice and future trends. It is being used for the Accreditation of Public Relations professionals, as well as adopted by more than 300 institutions across the country and internationally. 

“This book reflects today’s diverse public relations practice on the local, national, and international level, and addresses more recent issues and trends in society that have impacted today’s practice of public relations,” Dr. Shin said. “The COVID pandemic, for example, seriously disrupted the whole concept of how organizations communicated with their employees when offices closed, and large numbers of employees were working remotely. The pandemic also affected large segments of the hospitality industry and supply chains of many organizations.”

Dr. Shin further noted that Public Relations: Strategies and Tactics extensively covers the digital and social media that has revolutionized the public relations industry, making this edition particularly relevant in understanding current practice and the future trends. And the authors’ emphasis on references to landmark studies and time-honored PR techniques in new and social media environments, and along with diversity, equity, inclusion and belonging calls further enhance understanding of the field.

“There has been a major surge in the social justice movement fueled by Black Lives Matter, the #metoo movement, and the increased social and political activism of corporations and their employees, so, for many organizations, a major challenge was how to change policies and communicate their commitment to DEI—diversity, equity, and inclusion—to their various stakeholders,” she said.

Dr. Shin joined the USM faculty in 2003. Her 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 was recently elected to head the National Communication Association Public Relations Division for a three-year term.

“The fact that Dr. Shin’s book has been adopted so widely across the field of public relations is a testament to its quality and impact,” said Dr. Chris Winstead, dean of the College of Arts and Sciences. “With over 300 institutions using her book in the U.S. and abroad, Dr. Shin is making a significant impact on the field of public relations in general. This success makes a very positive impression in the discipline for Southern Miss, our programs in the School of Media and Communication, and for our students as they venture out into their careers.” 

 Visit the School of Media and Communication website to learn more. The School of Media and Communication is housed in the College of Arts and Sciences.