Includes bibliographical references and index.

Contents: 1. Concept, practitioners, context and origins: Introduction to contemporary public relations -- Practitioners of public relations -- Organizational settings -- Historical origins and evolution -- 2. Foundations: Professionalism and ethics -- Legal considerations -- Theoretical underpinnings: adjustment and adaptation -- Communication theories and contexts -- Internal relations and employee communication -- External media and media relations -- 3. Management process: Step one: Defining public relations problems -- Step two: Planning and programming -- Step three: Taking action and communicating -- Step four: Evaluating the program -- 4. The Practice: Business and industry -- Government and politics -- Military public affairs -- Nonprofits and nongovernmental organizations -- Health care -- Education -- Associations and unions --