PR Principles

The Most Up-to-date PR Textbook in the World

Give students a look at public relations today, not what it was 20 years ago.

PR Principles - Digital Textbook


  • Be able to explain the importance of diversity and inclusion in all facets of public relations.
  • Identify the duties and ethical responsibilities of a public relations professional.
  • Demonstrate how to combine theory with the practice of public relations to formulate effective strategies and deliver measurable results.
  • Show how the PR industry developed over time and provide ideas for where it will be in the future.
I highly recommend “PR Principles” by Ward and Agozzino. It is designed with today’s college student in mind by clearly and concisely providing all the public relations basics with abundant contemporary examples. For instance, the chapter on ethics outlines the various ethical issues confronting today’s public relations professionals and illustrates each with discussion of recent cases with which students may be familiar. The text also nicely covers how the industry is changing, including the growth of integrated marketing communications and current trends in social media. "PR Principles” can easily stand alone for students who might not take another public relations class, but it also builds a strong foundation for subsequent coursework in the discipline.
Lois Foreman-Wernet, Ph.D., APR
Professor of Public Relations at Capital University

More Than Textbook, a Comprehensive Digital Course

PR Principles

Industry Interviews
Expert Sessions
Lesson Plans
Mini Case Studies
Online Assignments

Focus on the RPIE Model and Diversity

PR Principles uses the RPIE (Research, Planning, Implementation, and Evaluation) to give students a more working knowledge of public relations. Students review current case studies and examples, while also practicing PR skills themselves. What’s more PR Principles is designed to work in tandem with the Mimic Public Relations simulation for additional skill mastery.

In each chapter, PR Principles has a section called “Diverse Voices” to shine a spotlight on the importance of diversity and inclusion initiatives, conversations, and campaigns within the industry.


Table of Contents


Chapter 1: The Theory and Practice of Public Relations 

Chapter 2: History

Chapter 3: Ethics 

Chapter 4:  Integrated Marketing Communications 

Chapter 5: Research

Chapter 6: Planning

Chapter 7: Implementation

Chapter 8: Evaluation

Chapter 9: Public Relations Writing and Storytelling 

Chapter 10: Crisis Management 

Chapter 11: Social Media and Public Relations

Chapter 12: Global Public Relations 

Chapter 13: Careers in Public Relations 

Hands-on Learning Without the Hassle

Stukent Simternships Integrate with Your Favorite LMS Platforms

Single Sign-On

Grade Book Syncing

Deep Linking


About The Authors

Picture of Jamie Ward

Jamie Ward

Jamie is an associate professor of public relations at University of Toledo. As an avid researcher and writer, she has published and presented content at national and international conferences and business events on topics related to public relations, social media, storytelling, crisis communication, and ethics.

Picture of Alisa Agozzino

Alisa Agozzino

Alisa Agozzino, Ph. D., is an Associate Professor of Public Relations at Ohio Northern University. As the PR program head, she has taught over 16 different classes within the major and developed a social media minor for any major on campus. She has received numerous awards for teaching, including the international Pearson Award for Innovation in Teaching with Technology.

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FREE Sample Syllabus:
PR Principles

Who doesn’t love free stuff? Hundreds of instructors are using this syllabus for their course, teaching the always-changing topic of public relations.