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PREL 4101 Publicity and Public Relations: Welcome & Course Readings

Welcome to your course guide

Please find your required library readings below. If you have problems with the links below, please contact the Library. If you have APA questions about these materials, please contact the Writing Center.

PREL 4101 Required Course Readings

The links are for required readings found in the Walden databases ONLY. For all other readings, see your course resources.

Enter your myWalden user name and password at the prompt.

How much press equals success? (2006). Strategic Communication Management, 10(2), 10–11.

Alfonso, G.-H., & de Valbuena Miguel, R. (2006). Trends in online media relations: Web-based corporate press rooms in leading international companies. Public Relations Review, 32(3), 267–275. 

Beaubien, G. (2004). Your clients are in the paper, but are you sending the right message? Public Relations Tactics, 11(5), 14. 

Bolland, E. J. (1989). Advertising vs. public relations: A comparison using cost-per-thousand for print ads and PR placements. Public Relations Quarterly, 34(3), 10–12. 

Burns, K. S. (2008). The misuse of social media: Reactions to and important lessons from a blog fiasco. Journal of New Communications Research, 3(1), 41–54. 

Daugherty, E. (2003). Strategic planning in public relations: A matrix that ensures tactical soundness. Public Relations Quarterly, 48(1), 21–26. 

Dolphin, R. R. (2004). Corporate reputation – A value creating strategy. Corporate Governance: The International Journal of Effective Board Performance, 4(3), 77–92.

Fiscor, S. (2007). Poor public relations damage coal’s credibility. Coal Age, 112(8), 2. 

Gillis, T. L. (2004). Measure twice, cut once: Effective communication depends on planning and proving. Communication World, 21(1), 10–11. 

Gordon, R. (2009). Social media: The ground shifts. Nieman Reports, 63(3), 7–9. 

Heath, R. L. (2006). Best practices in crisis communication: Evolution of practice through research. Journal of Applied Communication Research, 34(3), 245–248. 

Henard, D. H. (2002). Negative publicity: What companies need to know about public relations. Public Relations Quarterly, 47(4), 8–12. 

Jimena, J. (2007). Making the most of media relations. Canadian Mining Journal, 128(3), 9.  

Kauffman, J. (1997). NASA in crisis: The space agency's public relations efforts regarding the Hubble Space Telescope. Public Relations Review, 23(1), 1–10.  

Klaassen, A. (2009). What to do when your brand is caught in a social-media firestorm. Advertising Age, 80(14), 24.  

Larsson, L. (2009). PR and the media. NORDICOM Review, 30(1), 131–147.

Lee, J., Woeste, J. H., & Heath, R. L. (2007). Getting ready for crises: Strategic excellence. Public Relations Review, 33(3), 334–336. 

Marken, G. A. (2003). Following fundamentals builds journalist relationships. Public Relations Quarterly, 48(1), 27–31. 

Marken, G. A. (2007). Social media . . . The hunted can become the hunter. Public Relations Quarterly, 52(4), 9–12.  

Mathews, W. (2004). "What should I tell them?" Communication World, 21(3), 46–60.

Neff, J. (2009). What to do when social media spreads marketing myth. Advertising Age, 80(29), 4–24.  

Palen, L. (2008). Online social media in crisis events. EDUCAUSE Quarterly, 31(3), 76–78.  

Pringle, S. (2006). Hallmark puckers up for Valentine's Day. Communication World, 23(1), 42–43.  

Reber, B. H., & Kim, J. K. (2005). How activist groups use web sites in media relations: Evaluating online press rooms. Conference Papers—International Communication Association, 2005 Annual Meeting. New York: ICA, 1–24.

Reierson, J. L., Sellnow, T. L., & Ulmer, R. R. (2009). Complexities of crisis renewal over time: Learning from the tainted Odwalla apple juice case. Communication Studies, 60(2), 114–129.  

Taylor, M., Ungureanu, L., & Caldiero, C. (2006). Telling the story in your words: The value of news releases in image repair. Conference Papers—International Communication Association, 2006 Annual Meeting. Washington, DC: ICA, 1–31. 

Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102–106. 

Wong, E. (2009). Papa John's Camaro link and other social media tales. Brandweek, 50(37), 6–7.

Other Readings

Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.

If you have questions about your required course textbooks, please contact Customer Care at