Includes bibliographical references and index

Part 1 Role: Defining public relations pp. 27-64 -- The evolution and history of public relations pp. 65-95 -- Ethical consideration and the role of professional bodies pp. 96-120 -- The practice of public relations pp. 121-148

Part 2 Process: The role and scope of research in public relations pp. 149-176 -- The public relation process pp. 177-196 -- Communication concepts and practice in public relation pp. 197-222 -- Evaluation and measurement of public relations programs pp. 223-244

Part 3 Strategy: Public Opinion: Role, scope, and implications pp. 245-273 -- Conflict management and crisis communications pp. 274-302 -- Audiences pp. 303-325 -- Law and applications pp. 326-356

Part 4 Tactics: Internet and social media: Role & scope in public relations pp. 357-388 --Media relations management: Print media pp. 389-419 -- Media relations management: Electronic media pp. 420-443 -- Event management pp. 444-470

Part 5 Application: Communicating corpoate affairs pp. 471-498 -- Public relations in entertainment,sports, and tourism pp. 499-518 -- Public relations in government pp. 519-543 -- Global public relations in an interdependent world pp. 544-570 -- Public relations in non-profit, health, and education sectors pp. 571-595