Public Relations Fundamentals: From Theory to Digital Strategy

What is this book about?

This book explains the foundations and evolution of public relations (PR) as both a theoretical discipline and a professional practice. Coordinated by Luis M. Romero-Rodríguez and Carmen Fernández-Camacho, this collective volume offers a comprehensive guide covering the conceptual, historical, strategic, and digital dimensions of PR, suitable for students, academics, and practitioners.

Why is it important?

This manual provides an academic and practical overview of PR in Spanish-speaking contexts, combining classical theory, ethical frameworks, and digital transformation. It bridges the gap between traditional communication approaches and modern stakeholder engagement, equipping readers with tools for managing public image, crisis, reputation, and media relations in a global, interconnected environment.

Key Topics Covered

1. Conceptual Foundations

• Definitions and theoretical evolution of PR

• Differences with marketing, advertising, and journalism

• Functions: image, reputation, internal and external communication

2. History and Models

• Evolution from press agents to strategic communicators

• Classical models: publicity, public information, two-way asymmetric/symmetric

• Digital transformation and co-creation with stakeholders

3. Stakeholders and Public Opinion

• Stakeholder theory and audience mapping

• Influence through media, apomediation, and public agenda

• The role of ethics and transparency

4. Strategic PR Planning

• Phases: research, planning, execution, evaluation

• Use of KPIs, auditing, and digital metrics

• Endomarketing and internal communication strategies

5. Applied PR Scenarios

• Event management, crisis communication, lobbying

• Corporate identity, CSR, and institutional communication

• Use of digital platforms and new media channels

Unique Contributions

• Business PR Funnel Model by José Daniel Barquero: adapting AIDA to PR

• Analysis of European and Latin American Communication Monitors

• Pedagogical structure with didactic summaries and case studies

FAQs

Q: Who is this book for?
A: PR students, educators, and professionals looking for a comprehensive, modern, and contextually relevant resource.

Q: What makes it different from other PR manuals?
A: Its Ibero-American perspective, inclusion of cutting-edge digital tools, and contributions from renowned experts in academia and practice.

Q: Is it useful for digital PR?
A: Yes. The book addresses digital platforms, algorithms, social media dynamics, and ethical online communication.

Q: Can it support thesis writing?
A: Absolutely. It includes a chapter on academic research methods and thesis design in PR.