Includes bibliographical references (p. 307-320) and index.

1 Introduction and overview of public relations 2 The role and function of public relations in organizations 3 The evolution of public relations: principles and practice 4 A strategic perspective for public relations 5 Internal communications media 6 Public relations: the external publics context 7 External public relations activities 8 Corporate social responsibility: reputation and image 9 Financial and investor public relations 10 Government and lobbying activities 11 Corporate advertising: the generic image 12 Issues and crisis management - fail safe procedures 13 The interaction between public relations and marketing 14 The emergence of marketing PR 15 Developing a research framework :inductive vs deductive 16 Measuring the success rate: evaluating the PR process and PR programmes 17 Roles and function: principles and practice revisited.

This text examines the theory behind the principles and practice of public relations. It draws on the opinions, views, expertise and understanding of a range of practitioners and theorists. To tackle the issues involved in the principles of public relations as we approach a new millennia, information is supported by case vignettes, detailed cased studies and end-of-chapter questions.