-- Planning : background research -- Planning : primary research -- Planning : goals and objectives, messages

the client -- App. A. Research and interview techniques -- App. B. Grammar reference.

field -- Research -- Own goal for football brand -- Rumour management -- Devil of a stain mars

-- What Roles Research Tells Us -- Technicians Versus Managers -- Environmental Influences -- Scanning and

communication -- Public relations research and evaluation -- Audiences, stakeholders, publics -- Corporate image

public relationships -- Managing mutually beneficial relationships -- The value of research -- Elements

Responsibilities of the PR Writer -- Persuasion -- Research for the Public Relations Writer -- Writing Principles

's Origins and Evolution -- Trends in PR -- PR research -- Research: Planning Processes and Techniques

-- Public relations research -- Ethics, public relations and society.

communications era, analyzing his original research, and examining some high-profile PR successes and failures

Opinion -- Ch. 4. Ethics -- Ch. 5. Research -- Ch. 6. The Law -- Ch. 7. Communication -- Ch. 8. Management

's Origins and Evolution. 3. PR's Future -- pt. 2. Research For PR. 4. Research for Backgrounding and