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