Ch. 1. What Is Public Relations? -- Ch. 2. The Evolution of Public Relations -- Ch. 3. Public Opinion -- Ch. 4. Ethics -- Ch. 5. Research -- Ch. 6. The Law -- Ch. 7. Communication -- Ch. 8. Management -- Ch. 9. Crisis Management -- Ch. 10. Integrated Marketing Communications -- Ch. 11. Public Relations Writing -- Ch. 12. Writing for the Eye and Ear -- Ch. 13. Public Relations and the Internet -- Ch. 14. Print Media -- Ch. 15. Electronic Media -- Ch. 16. Employees -- Ch. 17. Community Diversity -- Ch. 18. Government -- Ch. 19. Consumers and Investors -- Ch. 20. The Golden Age -- App. A. Code of Professional Standards for the Practice of Public Relations -- App. B. Advertising Effectiveness Tracking Study -- App. C. Definitions of Selected Terms Used in Public Relations Evaluation -- App. D. Audiovisual Supports -- App. E. Defining Key Cyberspace Terms -- App. F. On-Line Databases -- App. G. Leading Media Directories -- App. H. Corporate Reporting Requirements -- App. I. Annual Meeting Checklist.