Part I Theory and Practice of Public Relations

1. 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: Investor Relations
8. Employee Relations
9. Publicity: Imagination and Energy
10. Choosing a PR Agency
11. Public Relations and the Media
12. PR and Social Responsibility
13. Public Relations, Ethics, and Culture
14. Speech Writing and Speakers
15. Crisis Management and PR
16. Monitoring Effectiveness

Part II Public Relations Portfolio

A 75+ page “file” of cases, samples, and templates

. . . the new bible of public relations.

Joe Cappo
former publisher
Advertising Age

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. . . informative, spin-free, and right on target . . . required erading for anyone who wants to design and implement a winning program.

Tom Ansacker
Author of Sandbox Wisdom: Revolutionize Your Brand

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. . . invaluable information to the PR beginner and timely reminders to the seasoned professional.

Tery J. Erdmann
Motion Picture Publicist
Author of Star Trek: The Deep Space Nine Companion