Today′s Public Relations: An Introduction

Preface Acknowledgments 1. Strategic Public Relations Building: An Ethical Organization Communicating Effectively 2. History of Public Relationships 3. Managing Mutually Beneficial Relationships 4. The Value of Research 5. Elements of Planning 6. Taking Action: Strategic Messaging 7. Evaluation of Public Relations Efforts 8. Public Relations Theory in Practice 9. Ethical and Legal Restraints on Public Relations Practice 10. Monitoring and Managing Issues 11. Selecting Media, Technologies, and Communication Tools 12. Publicity, Promotion, and Writing 13. Collaborative Decision Making 14. Building a Career 15. The Future of Public Relations: Globalism and Cyberspace References Index About the Authors