Pt. I. Understanding Public Relations -- 1. What is Public Relations? -- 2. Lessons from history -- PR and the growth of big business -- PR and the mass media -- Recent developments -- 3. The structure of the PR industry -- 4. PR and integrated marketing communications -- 5. PR sectors and specialisms -- Corporate PR -- Business-to-business PR -- Financial PR -- Consumer PR -- Lobbying, public affairs, government relations and political consultancy -- Politics and PR -- The not-for-profit sector -- Internal communications -- 6. The reputation of Public Relations -- 7. The Law and Public Relations -- Intellectual property -- Defamation -- Other aspects of the law -- 8. Public Relations ethics -- Problems of enforcement -- A final word on PR ethics -- 9. The academic study of Public Relations -- Pt. II. Strategy and Planning -- 10. POSTAR, a PR planning aid -- Positioning -- Internal analysis -- External analysis -- 11. Objectives -- SMART objectives -- 12. Strategy -- Audience -- Media -- Message -- 13. Methods -- Hard news -- Created or "soft" news -- News events -- Promotional content -- Direct news -- 14. How to be creative -- How to create a creative environment -- How to have a creative attitude -- Rules of brainstorming -- Types of brainstorming -- Turning ideas into activity -- 15. Tactics -- 16. Administration -- Manpower -- Minutes (Time!) -- Money -- 17. Evaluating results -- Output -- Outtake -- Outcome -- Media analysis and evaluation -- 18. Crisis management -- Planning for a crisis -- Crisis management strategies -- Tips for media interviews -- Tips for radio -- Tips for TV -- Tips for press conferences -- 19. Creating a socially responsible image -- Pt. III. Skills -- 20. Dealing with the media -- Newsworthiness -- Timing -- Trading news -- Dealing with hostile stories -- 21. Press releases -- Top tips for writing press releases -- Targeting and timing -- 22. Writing feature articles and opinion pieces -- Top tips -- 23. How to call a journalist -- Prepare -- Bridge -- Taster -- Offer -- Close -- 24. Internal communications -- Top tips -- Each medium has its strengths and weaknesses -- 25. How to make an effective speech or presentation -- Planning -- Structuring -- Preparing -- Persuasive speaking -- Answering questions -- Managing nerves -- Summary -- 26. PR photography and images -- 27. How to plan and run events -- Budgets -- 28. PR skills in the online world -- PR problems in the online world -- Online press offices -- PR people and websites -- Top tips on web design -- Online press releases -- Pt. IV. The Future of Public Relations in Asia -- 29. PR growth sectors -- Government affairs or lobbying -- Healthcare -- Financial PR -- Technology PR -- PR for overseas markets -- 30. Factors influencing growth -- Training -- Recruitment -- Trade bodies -- Publications and new media -- The changing media environment -- Development of government PR -- The not-for-profit sector -- Ethics and corporate social responsibility -- The status of PR.