Public relations: role, origins and trends affecting the future: The realities of public relations -- PR's origins and evolution -- PR trends -- Research for PR: Publics and pulbic opinion -- Research for backgrounding and planning -- Research processes, procedures and techniques -- Theory, ethics and laws affecting PR practice: Persuasion and communication theories -- PR ethics and responsibilities -- PR and the law -- PR in action: Problem-solving strategies: the management of PR work -- Communication channels and media -- Tactics and techniques: details that make PR strategies work -- Campaigns -- Case studies -- Crises

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