Public relations and positioning theory -- Positioning in public relations -- Rights, duties and power in public relations positioning -- A framework for intentional positioning in public relations -- The positioning triangle and public relations -- Determining the position in public relations: the first vertex of the positioning triangle -- Enacting the position in public relations: the second vertex of the positioning triangle -- Supporting the position in public relations: storyline, the third vertex of the positioning triangle -- Applying positioning theory to public relations research and practice -- Analyzing positioning strategies in public relations -- A detailed study of a positioning strategy: Indonesia, "good friend" of Australia -- Utilizing the framework for intentional positioning in designing public relations strategies: positioning extreme poverty -- Future directions for positioning theory in public relations.