The concept of public relations -- Origins and contemporary structure of public relations -- Public relations and public responsibility -- Professionalism in public relations -- Elements of public relations management -- Defining and choosing goals and objectives -- Identifying organizational linkages to publics -- Budgeting and decision making -- Evaluation research -- Legal constraints -- Media relations -- Employee and member relations -- Community relations -- Public affairs and government relations -- Relations with active publics: consumers, environmentalists, and minorities -- Educational relations and economic education -- Financial public relations -- Promotion, fund raising and public communication campaigns -- Public relations writing -- Press releases -- Catering to the press -- Using radio -- Television and videotape -- Preparing to speak -- Brochures, fact sheets, and direct mail -- Newsletters, newspapers and magazines -- Photographs and illustrations -- Slides and multimedia presentations -- Films -- Exhibits and special events -- Annual reports and financial writing -- Public relations advertising -- Lobbying -- Epilogue toward a mature profession

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