1.Offers a How-To Approach - This edition gives students the tools to figure out strategies and tactics. It teaches them to do an entire program plan in Part 2, but also follows up with Part 4 containing chapters on such tactics as how to develop a website, write an online news release, write a radio and TV public service announcement, organize a news conference, prepare clients for media interviews, plan banquets, and organize promotional events.
2.Provides “On the Job” Information -On the Job boxes provide insight into the profession. Types of On the Job boxes include A Multicultural World, Insights, and Ethics.
3.Offers Case Studies - PR Casebooks focus on today’s issues and current controversies. They examine the public relations campaigns of well-known companies, institutions, and individuals to manage competition, conflict, and crisis. New case studies in this edition include the Fifty Shades of Travel Promotion as well as case studies about 7-Eleven and IBM.
4.Focuses on Ethics and Multiculturalism - Features on real-life situations ask readers to decide what is morally and professionally correct in a particular situation. This edition, unlike other texts, devotes an entire chapter to how to understand and communicate with diverse, multicultural audiences whether it be Hispanics, the LGBT community, or Muslims.