Includes bibliographical references and index.

Contents: Role: Defining public relations -- The evolution and history of public relations -- Ethical considerations and the role of professional bodies -- The practice of public relations -- Process: The role and scope of research in public relations -- The public relations process -- Communication concepts and practice in public relations -- Evaluation and measurement of public relations programs -- Strategy: Public opinion: Role, scope and implications -- Conflict management and crisis communication -- Audiences -- Laws and applications -- Tactics: Internet and social media: Role & scope in public relations -- Media relations management: Print media -- Media relations management: Electronic media -- Event management -- Application: Communicating corporate affairs -- Public relations in entertainment, sports, and tourism -- Public relations in government -- Global public relations in an interdependent world -- Public relations in non-profit, health, and education sectors.