The scope of public relations -- The development of public relations -- Public relations and communication -- Stakeholder and reputation management -- Public relations and marketing -- Public relations and advertising -- Public relations and selling -- Public relations and research -- The practice of public relations -- Internal communication -- Planning a public relations programme -- Print and electronic media -- Working with the media -- Developing a media toolkit -- Social media -- Effective listening -- Effective communication: the spoken word -- Business communication -- Television and video technology -- Direct-mail marketing -- Reports -- Background to printing and publishing -- Public relations and event management -- Promotional activities -- Sponsorships -- Exhibitions and trade fairs -- Conferences and seminars -- Corporate image and corporate identity -- Corporate social investment -- Public relations, issues and crisis management -- Government and public affairs -- Practical guidelines.