Part 1 The context of public relations

1. Public relations origins: definitions and history
Natalia Rodríguez-Salcedo and Tom Watson

2. Working with the media
Scott Davidson

3. Social media for public relations
Karen Freberg

4. Public relations, politics and democracy
Øyvind Ihlen and Neil Washbourne

5. Community and society: corporate social responsibility (CSR)
Ralph Tench

6. Intercultural and multicultural context of public relations
Dejan Verčič

7. Role of the public relations practitioner
Ralph Tench and Stephen Waddington

Part 2 Public relations theories and concepts

8. Public relations theories: communication, relationships and persuasion
Martina Topić

9. Strategic public relations planning and management
Anne Gregory

10. Measurement and evaluation for effectiveness and impact
Jim Macnamara

11. Disinformation, fake news and social reality
Jon White

12. Corporate image, reputation and identity
Finn Frandsen and Winni Johansen

13. Public relations’ professionalism and ethics
Johanna Fawkes

Part 3 Public relations specialisms

14. Media relations
Ramona Slusarczyk and Jonathan Ward

15. Internal communication
Ezri Carlebach

16. Issues management
Tim Coombs

17. Crisis public relations management
Tim Coombs

18. Public relations and the consumer
Paul Willis

19. Business-to-business public relations
Helen Gill

20. Public affairs
Danny Moss

21. Integrated marketing communications
Neil Kelley

22. Sponsorship
Ryan Sosna-Bowd, Ioannis Kostopoulos and Ralph Tench

23. Corporate communication
Stefania Romenti and Grazia Murtarelli

Part 4 Sectoral considerations

24. Strategic non-profit communication
Markus Wiesenberg

25. Celebrities and influencers
Kate Fitch

26. Health communication
Audra Diers-Lawson and Noumaan Qureshi

27. Sports public relations
Sian Rees and Iwan Williams

28. Fashion public relations
Martina Topić and Mirela Polić

29. Public relations and finance
Clea Bourne

Part 5 What next?

30. Future issues for PR and strategic communication
Ralph Tench and Stephen Waddington