The art of making up minds -- Integrated marketing -- How PR makes customers need things -- PR as a strategic weapon -- Promotional philanthropy -- How PR can replace advertising -- The secrets of crisis management -- Gentrifying the national enquirer -- From lawsuits to murder trials -- New ways that PR serves clients -- How to stage-manage the interview -- Getting on radio and television -- Running effective news conferences -- Building and running a PR firm -- Building strategies -- Evaluating the PR program -- How PR is sold-and how it should be bought -- A look ahead at power PR

1. Public relations