Foreword -- Preface -- About the authors -- Acknowledgements -- Defining public relations -- Introduction -- The psychology of public relations communication -- Marketing public relations -- The public relations industry -- Interview sketch 1: defining public relations -- Public relations planning and management -- Managing planned public relations programmes -- Situation analysis -- Defining objectives -- Defining publics -- Media selection -- Budgeting -- Implementation and control -- Interview sketch 2: planning a public relations campaign -- Managing media relations -- The role of the press officer -- Writing reports and proposals -- Writing press releases -- Writing feature articles -- Event management -- Broadcasting public relations and funded television programmes -- Photographs, captions and printing -- Interview sketch 3: managing media relations -- Communication media -- The press and broadcast sources -- Public relations in developing countries -- Video, DVD, CD-ROM and the Internet -- Seminars, conferences and exhibitions -- House journals and public relations literature -- Interview sketch 4: the changing nature of media -- Specialist public relations areas -- Financial public relations -- Internal public relations -- Crisis management -- Sponsorship -- Corporate image, identity and advertising -- Public relations in political context -- Interview sketch 5: the role of lobbying -- Appendix 1: IPR Code of Conduct -- Appendix 2: Global Protocol on Public Relations -- Protocol: Summer 2002 -- References -- Index.