Public relations: the complete guide

Abstract

I. THE THEORY AND PRACTICE OF PUBLIC RELATIONS 1. Public Relations: Art or Science? 2. The Public Relations Plan 3. The Public(s) 4. Public Relations and the Marketing Mix 5. Focusing on the Message 6. Crafting an Image 7. Taking Stock: Understanding Investor Relations 8. Employee Relations: The Power Inside 9. Publicity: Imagination and Energy 10. Choosing a PR Agency 11. Public Relations and the Media 12. For the Good of the Cause: PR and Social Responsibility 13. Public Relations, Ethics, and the Culture of the Times 14. Strictly Speaking: Speechwriting, Speakers, Public Relations and the Pen 15. Crisis Management and PR 16. Measuring the Effectiveness of Public Relations II. PUBLIC RELATIONS PORTFOLIO Postscript Bibliography Index

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