Contents
Preface
Part I. GETTING ORIENTED
1. What Is Public Relations?
2. Who Are PR Practitioners?
3. Historical Perspective
4. Strategy in Public Relations
Part II. FOUNDATIONS OF PUBLIC RELATIONS
5. Understanding Audiences
6. Researching Effectively
7. Adhering to Ethical Practices and Meeting Professional Standards
8. Staying within Legal Bounds
9. Understanding Public Relations Theory
Part III. THE PROCESS OF STRATEGIC PUBLIC RELATIONS
10. Discovery and Analysis
11. Program Planning
12. Campaign Implementation
13. Program Evaluation and Campaign Follow-Up
Part IV. GUIDE TO PUBLIC RELATIONS TACTICS
14. Written Tactics
15. Spoken Tactics
16. Visual Media and Interactive Media Tactics
Part V. PUBLIC RELATIONS PRACTICE IN CONTEXT
17. Corporate Sector
18. Nonprofit Sector
19. Politics and Government
20. International Public Relations
Appendix
Glossary
References
Index