The profession -- What is public relations? / Alison Theaker -- What do pr practitioners do? / Alison Theaker -- The pr industry and careers in it / Alison Theaker -- Professionalism and trends in pr / Alison Theaker -- Situational analysis / Heather Yaxley -- Understanding public psychology / Heather Yaxley -- Public relations planning -- Setting objectives / Heather Yaxley -- Strategic campaign execution / Heather Yaxley -- Budgeting and resourcing / Heather Yaxley -- Monitoring and evaluation / Heather Yaxley -- Brand management / Alison Theaker -- Effective media relations / Alison Theaker -- Corporate communications -- Risk, incidents, issues and crisis management / Heather Yaxley -- Corporate social responsibility / Alison Theaker -- International considerations / Alison Theaker -- Digital public relations / Heather Yaxley -- Political relations / Heather Yaxley -- Financial and investor relations / Heather Yaxley -- Stakeholder engagement -- Internal communications / Alison Theaker -- Business to business / Heather Yaxley -- Community relations / Alison Theaker -- Consumer public relations / Alison Theaker -- Appendices -- Index.