Includes bibliographical references and index

pt. 1. Role: What Is Public Relations -- Evolution of Public Relations -- Ethics and Professionalism -- Public Relations Departments and Firms -- pt. 2. Process: Research -- Program Planning -- Communication --Evaluation -- pt. 3. Strategy: Public Opinion and Persuasion -- Conflict Management: Dealing with Issues, Risks, and Crises -- Reaching Diverse Audiences -- Public Relations and the Law -- pt. 4. Tactics: The Internet and Social Media -- Preparing Materials for Mass Media -- Radio and Television -- Meetings and Events -- pt. 5. Application: Corporations -- Entertainment, Sports, and Tourism -- Politics and Government -- Global Public Relations -- Nonprofit. Health, and Education