内容

目次

I. EVOLUTION. 1. What Is Public Relations? 2. The Evolution ofPublic Relations. II. VALIDATION. 3. Public Opinion. 4. Ethics. 5.Research. 6. The Law. III. ACTIVATION. 7. Communication. 8.Management. 9. Crisis Management. 10. Integrated Marketing Communications.IV. EXECUTION. 11. Public Relations Writing. 12. Writing for the Eye andEar. 13. Public Relations and the Internet. V. THE PUBLICS. 14. PrintMedia. 15. Electronic Media. 16. Employees. 17. Community Diversity. 18.Government. 19. Consumers and Investors. VI. THE FUTURE. 20. The GoldenAge. APPENDIXES. A: Code of Professional Standards for the Practice ofPublic Relations. B: Advertising Effectiveness Tracking Study. C:Definitions of Selected Terms Used in Public Relations Evaluation. D:Audiovisual Supports. E: Defining Key Cyberspace Terms. F: On-LineDatabases. G: Leading Media Directories. H: Corporate ReportingRequirements. I: Annual Meeting Checklist. Credits. Index.