Includes references and index.

Contents: Strategic relationship building: An ethical organization communicating effectively -- History of public relationships -- Managing mutually beneficial relationships -- The Value of research -- Elements of planning -- Taking action: Strategic messaging -- Evaluation of public relations efforts -- Public relations theory in practice -- Ethical and legal restraints on public relations practice -- Monitoring and managing issues -- Selecting media, technologies, and communication tools -- Publicity, promotion, and writing -- Collaborative decision making -- Building a career -- The future of public relations: Globalism and cyberspace.