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Index
Cover
Title Page
Copyright
Contents
Introduction: Why Public Relations Matters
1. Engaging the Community: Public Relations Is All About People
2. Gathering Information and Intelligence: How to Harness Intelligence for Your PR Advantage
3. Preparing Your Argument: The Medium Is Always the Message
4. Words That Work: The Role of Language and Polling in Public Relations and Policy
5. Preparing the Communications Program: A New Way to Approach a Vital Task
6. Government Relations: Setting a Public Policy Agenda
7. The “New” Investor Relations: Transformational Changes in a High-Profile Discipline
8. Working with the Media: They Are Not the Enemy, but Care Is Required
9. Social Media: Evolving Best Practices for PR Practitioners
10. Internal Communications: Enduring Themes Focusing on Company Priorities
11. Crisis Communications: Not If, but When
12. Communications for Private Families: The Fundamentals of Public Relations Apply Here, Too
13. Going Forward with China: A Guide to Success
14. Cracking the Code of Japan: Ancient and Modern Island Nation
15. Communicating in Canada: Welcome to Canada—Bienvenue au Canada
16. Public Relations in Higher Education
17. Communicating in Europe
Acknowledgments
Index
About the Authors
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