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Public Relations Resources

Select resources regarding public relations provided by the UC San Diego Public Relations Council

The Public Relations Council recognizes there are incredible resources available to us on campus, locally, nationally and internationally - and with this resources page, we are attempting to provide access to a selection of resources for our UC San Diego colleagues as they learn the scope of public relations to pontentially use in their own work.


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PR Council Meeting Presentations

Thursday, May 16, 2024

  • Topic: Engaged storytelling in Public Relations
    • Michelle Brubaker | Health
    • Jeff Tourial | Athletics
    • Sara Bock | University Communications

Thursday, Feb. 15, 2024 (PDF)

  • Topic: Media relations in a PR plan - with San Diego-based reporters and journalists
    • Jesse Pagan | CBS 8
    • Roxana Popescu | San Diego Union-Tribune
    • Paul Sisson | San Diego Union-Tribune
    • Bree Steffen | Spectrum News

Thursday, May 18, 2023 (PDF)

During this interactive session, we dove into critical topics to help UC San Diego Public Relations Council members prioritize their well-being, leading them to become more empathetic with colleagues and stakeholders. This process demonstrates clear leadership and empowers employees to care about their well-being, reducing employee burnout and turnover. Topics included:
  • Personal well-being: We shared practical and actionable ways for members to prioritize their well-being.
  • Leading with Empathy: Through a series of leadership examples, members learned how to use empathy to effectively manage up, down, and across UC San Diego.
  • Workstream Well-being: We discussed how workstreams can design a charter based on agreed-upon expectations.

About Mark, founder and owner of Chasing the Sun

An Accredited communications executive and certified health coach and personal trainer, Mark Mohammadpour’s mission is to help business leaders prioritize their health and wellness so they can reduce stress, grow in their career, and thrive. Before launching Chasing the Sun Health Coaching, Mark was an executive at Weber Shandwick and Edelman, leading award-winning public relations campaigns for global brands, including Adobe, Microsoft, Samsung, and the U.S. Army. Mark served as the PRSA Oregon Chapter president in 2016 and is the “Workplace Wellness” columnist for PRSA’s Strategies & Tactics.

Thursday, Feb. 16, 2023 (PDF)

Thursday, Oct. 27, 2022 (PDF)

  • Introduction to the Public Relations Council: How we fit in
  • What does public relations mean to you and your job?
  • Future meeting topic brainstorm

UC San Diego Library

The UC San Diego Library has the ability to serve as a primary location for checking out Public Relations books and materials for campus communicators.

    • Every staff member has check out privileges – use their campus ID
    • Digitally accessible Public Relations materials available via the online catalog – all you need to do is log into VPN to access
    • We have access to newspapers through UC San Diego agreements with publications like the New York Times, Wall Street Journal and more
    • The Library Digital Collections for research data sets, images, documents, video and audio recordings
    • Search for books, e-books, articles, online journals, media, and more across the collections from the University of California's libraries
    • If there are specific titles we would like the Library to purchase or add to the collection, we can contact the Library’s Content Acquisition & Resource Sharing (CARS) department – The Library can provide this contact information when appropriate.


  • Lia Friedman, guest speaker at the February 2023 members meeting, with specific search and research needs
  • April Tellez Green (email), 2022-2023 council chair, with Digital Collections permissions and use

Accreditation in Public Relations (APR) Reading List

The Universal Accreditation Board suggests that candidates for Accreditation in Public Relations review contents of at least one general text and one or more of the specialized texts listed below. In some sections of this study guide (PDF download), you will find references to resources not on the recommended bookshelf. These references are intended to encourage you to explore the knowledge, skills and abilities (KSAs) further.

Recommended Texts

  • Associated Press Stylebook and Briefing on Media Law, current edition. New York: The Associated Press.
  • Cutlip and Center’s Effective Public Relations (EPR), 11th edition or current. Broom, G. M., & Sha, B-L (2013). Upper Saddle River, N.J.: Pearson Education.
  • Primer of PR Research, 3rd or current. Stacks, D. W. (2017). New York: Guilford Press.
  • Public Relations, 2nd edition or current. Kelleher, Tom. (2021). Oxford University Press.
  • Public Relations: Strategies and Tactics, 11th edition or current. Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Upper Saddle River, N.J.: Pearson Education.
  • Strategic Planning for PR, 6th or current Smith, R. D. (2021). New York: Routledge.
  • The Practice of Public Relations, 12th edition or current. Seitel, Fraser. Upper Saddle River, N.J.: Pearson Education.
  • This is PR: The Realities of Public Relations, 11th edition or current. Newsom, Doug, Judy VanSlyke Turk, and Dean Kruckeberg. (2013). Wadsworth Cengage Advantage Books

You can conduct a UC San Diego Library search for these titles and more, or contact Anthony King, APR for copies to review (booklist updated June 1, 2023).

Storytelling in Public Relations

"Building a storytelling culture in organizations with internal communications" by Aniisu K. Verghese and Institute for Public Relations, IPR March 2019

In this blog, the author addresses the need for storytelling in transforming organizations from within. He discusses approaches internal communicators can take to create a culture of storytelling ... inside organizations.

"Untapped potential: Tell me a good story and I shall listen" by Camilla Lercke, International Public Relations Association Thought Leadership essay #200

"Corporate communicators must see themselves as facilitators of the brand narrative rather than dictators of corporate messaging. With social media as an integral part of the media landscape, companies need to give away power and embrace the reality that today and in the future our stories are (also) being told by employees and customers. As corporates, we can only engrave our narrative to a certain extent – our stakeholders have become our co-authors."

"Importance of transparent communication and storytelling in building trust and loyalty" by Rashmi Soni, International Public Relations Association Thought Leadership essay #552

"When a brand tells its story honestly and compassionately, it weaves a narrative that customers can connect with on a personal level."

"Nothing but the story: how PR can become the life force of your entire organisation" by Stuart Maister, International Public Relations Association Thought Leadership essay #146

"Storytelling is a core leadership function. Organisations exist only because of the stories behind them."

"The Power of Storytelling in Leadership Communications" by Monique Farmer, APR, Public Relations Society of America Strategies & Tactics February 2021

"As communications advisers, we can help leaders find and leverage their stories. It starts with building connections between the leadership you support and the people they serve."

Webinar: "How to Tell Authentic Stories That Shift the Narrative" with Adena White, APR (Public Relations Society of America)

Learn how strategic storytelling can shape our organizations, build connection and bring about change ... [u]sing as a framework the principles of strategic communication outlined by PRSA (research, planning, implementation and evaluation).

Storytelling Certificate Program, Public Relations Society of America (registration required)

Certificate Program Modules:

  • The Art of Storytelling
  • Story Discovery
  • Story Creation – Structure
  • Story Creation – For Multiple Formats
  • Story Amplification
  • Storytelling ROI and Putting It Together

Public Relations Society of America: Database of storytelling articles >>

"Towards a theory of organizational storytelling for public relations: An engagement perspective" by Anne Lane, Public Relations Review March 2023 (use campus VPN for access)

"[F]indings are incorporated into a checklist for practitioners to help them identify, create, critique, and improve organizational storytelling in their work. In addition, the paper suggests ways in which public relations can bring its uniquely relational perspective to contribute to organizational storytelling by empowering stakeholder storytelling to organizations and listening by organizations."

The resources featured on this page are a selection only and do not represent the full scope of public relations nor availble options for professional development. Inclusion does not indicate endorsement, but rather the opportunity for individuals to explore opportunities as they learn about public relations on their own. We welcome your suggestions.
Questions? Contact Anthony King.