Table of Contents
PART I CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS
Chapter 1 Introduction to Contemporary Public Relations
Chapter 2 Public Relations Practitioners
Chapter 3 Organizational Settings
Chapter 4 Historical Origins
PART II FOUNDATIONS
Chapter 5 Ethics and Professionalism
Chapter 6 Legal Considerations
Chapter 7 Theory: Adjustment and Adaptation
Chapter 8 Theory: Communication and Public Opinion
Chapter 9 Internal Media and Employee Communication
Chapter 10 External Media and Media Relations
PART III MANAGEMENT PROCESS
Chapter 11 Step One: Defining Public Relations Problems
Chapter 12 Step Two: Planning and Programming
Chapter 13 Step Three: Taking Action and Communicating
Chapter 14 Step Four: Evaluating the Program
PART IV THE PRACTICE
Chapter 15 Business and Industry
Chapter 16 Government and Public Affairs
Chapter 17 Nonprofit Organizations, Health Care, and Education
Chapter 18 Trade Associations, Professional Societies, and Labor Unions