Includes references and index.

Contents: Defining public relation: Introduction -- The Psychology of public relations communication -- Marketing public relations -- The Public relations industry -- Interview sketch: Defining public relations, with Kevin Moloney, principal lecturer in PR, Bournemouth Media School -- Public relations planning and management: Managing planned public relations programmes -- Situation analysis -- Defining objectives -- Defining publics -- Media selection -- Budgeting -- Implementation and control -- Interview sketch: Planning a public relations campaign, with Marie Owens, director of communications, Middlesex university -- 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: Managing media relations, with Sir Bernard Ingham, Bernard Ingham Communications -- 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: The changing nature of media, with Richard Quest, CNN -- 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: The Role of lobbying, with Dianne Thompson, chief executive, Camelot Group plc.