Strategic relationship building : an ethical organization communicating effectively -- History of public relationships -- Managing mutually beneficial relationships -- The value of research -- Elements of planning -- Taking action : strategic messaging -- Evaluation of public relations efforts -- Public relations theory in practice -- Ethical and legal restraints on public relations practice -- Monitoring and managing issues -- Selecting media, technologies, and communication tools -- Publicity, promotion, and writing -- Collaborative decision making -- Building a career -- The future of public relations : globalism and cyberspace.