Public Relations

Preface.

I. ROLE.
1. What Is Public Relations?
2. The Evolution of Public Relations.
3. Ethics and Professionalism.
4. The Individual in Public Relations.
5. Public Relations Departments and Firms.

II. PROCESS.
6. Research.
7. Program Planning.
8. Communication.
9. Evaluation.

III. STRATEGY.
10. Public Opinion and Persuasion.
11. The Audience and How to Reach It.
12. Public Relations and the Law.

IV. APPLICATION.
13. Corporations.
14. Politics and Government.
15. International Public Relations.
16. Membership Organizations.
17. Social, Cultural, and Health Agencies.
18. Education.
19. Entertainment, Sports, and Travel.

V. TACTICS.
20. The Internet and Other New Technologies.
21. Written Tactics.
22. Spoken Tactics.
23. Visual Tactics.

Directory of Useful Web Sites.
A Public Relations Glossary.
Bibliography.
Photograph Acknowledgements.
Index.