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Table of Contents
Preface</p></i></p></i>Acknowledgments</p></i></p></i>Chapter One: ‘Two Way Street’: Public Relations in Context (pp. 1-16)</p></i></p></i>Chapter Two: ‘When to Be Exact and When to Be Aspirational’: Messaging Focus (pp. 17-32)</p></i></p></i>Chapter Three: ‘When I Used to Be You and You Used to Be Me’: Negotiating Skills (pp. 33-40)</p></i></p></i>Chapter Four: ‘Dude! Be reasonable’: Truth and Credibility (pp. 41-56)</p></i></p></i>Chapter Five: ‘In the Zone’: Ethics and Relationships (pp. 57-74)</p></i></p></i>Chapter Six: ‘Hey, Whose Side Are You on Anyway?’: Advocacy and Persuasion (pp. 75-90)</p></i></p></i>Chapter Seven: ‘Jack and the Bean Stalk’: Crisis Management (pp. 91-102)</p></i></p></i>Chapter Eight: ‘Shades of Grey (and Green)’: Corporate Citizenship (pp. 103-114)</p></i></p></i>Chapter Nine: ‘Image or Reality?’: Branding and Reputation (pp. 115-124)</p></i></p></i>Chapter Ten: ‘Square Pegs and Round Holes’: Intangible Value (pp. 125-130)</p></i></p></i>Chapter Eleven: ‘An Endless Instance’: Making Meaning in Mediated Messages (pp. 131-144)</p></i></p></i>Chapter Twelve: ‘Joining the Dots’: Networking Skills in Public Relations (pp. 145-158)</p></i></p></i>References (pp. 159-184)</p></i></p></i>About ther Author (pp. 185-186)</p></i></p></i>Index (pp. 187)</p></i></p></i><b>Total Pages: 192</b></p></b>