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Table of Contents
Part 1 Role
Chapter 1 What Is Public Relations?
Chapter 2 The Evolution of Public Relations
Chapter 3 Ethics and Professionalism
Chapter 4 Public Relations Departments and Firms
Part 2 Process
Chapter 5 Research
Chapter 6 Program Planning
Chapter 7 Communication
Chapter 8 Evaluation
Part 3 Strategy
Chapter 9 Public Opinion and Persuasion
Chapter 10 Conflict Management: Dealing with Issues, Risks, and Crises
Chapter 11 Reaching Diverse Audiences
Chapter 12 Public Relations and the Law
Part 4 Tactics
Chapter 13 The Internet and Social Media
Chapter 14 Preparing Materials for Mass Media
Chapter 15 Radio and Television
Chapter 16 Meetings and Events
Part 5 Application
Chapter 17 Corporations
Chapter 18 Entertainment, Sports, and Tourism
Chapter 19 Politics and Government
Chapter 20 Global Public Relations
Chapter 21 Nonprofit, Health, and Education