PART I: CONCEPTS, PRACTITIONERS, CONTEXTS, AND ORIGINS: Introduction to contemporary public relations -- Practitioners of public relations -- Organizational settings -- Historical origins -- PART II: FOUNDATIONS: Ethics and professionalism -- Legal considerations -- Theoretical underpinnings -- Communication and public opinion -- Media and media relations -- PART III: THE MANAGEMENT PROCESS: Step one: Defining public relations problems -- Step two: Planning and programming -- Step three: Taking action and communicating -- Step four: Evaluating the program -- PART IV: THE PRACTICE: Business and industry -- Government and politics -- Nonprofit organizations, health care, and education -- Trade associations, professional societies, and labor unions.