CONTENTS
Introduction: Why Public Relations Matters
1Engaging the Community: Public Relations Is All About People | Cristyne Nicholas and George Lence
2Gathering Information and Intelligence: How to Harness Intelligence for Your PR Advantage | Jack Devine and Amanda Mattingly
3Preparing Your Argument: The Medium Is Always the Message | Robert Laird
4Words That Work: The Role of Language and Polling in Public Relations and Policy | Frank Luntz
5Preparing the Communications Program: A New Way to Approach a Vital Task | Art Gormley
6Government Relations: Setting a Public Policy Agenda | Edward Rollins and Jonathan Dedmon
7The “New” Investor Relations: Transformational Changes in a High-Profile Discipline | Ned Raynolds and Art Gormley
8Working with the Media: They Are Not the Enemy, but Care Is Required | Jonathan Dedmon
9Social Media: Evolving Best Practices for PR Practitioners | Shel Holtz
10Internal Communications: Enduring Themes Focusing on Company Priorities | William Kemmis Adler
11Crisis Communications: Not If, but When | Jonathan Dedmon
12Communications for Private Families: The Fundamentals of Public Relations Apply Here, Too | Dr. Stephen M. Coan
13Going Forward with China: A Guide to Success | Virginia A. Kamsky and Michael N. Kamsky
14Cracking the Code of Japan: Ancient and Modern Island Nation | Dr. Joshua W. Walker
15Communicating in Canada: Welcome to Canada—Bienvenue au Canada | Sarah L. Manley Robertson
16Public Relations in Higher Education | Donna Caprari Heiser