Preface

Acknowledgments

Chapter One: ‘Two Way Street’: Public Relations in Context (pp. 1-16)

Chapter Two: ‘When to Be Exact and When to Be Aspirational’: Messaging Focus (pp. 17-32)

Chapter Three: ‘When I Used to Be You and You Used to Be Me’: Negotiating Skills (pp. 33-40)

Chapter Four: ‘Dude! Be reasonable’: Truth and Credibility (pp. 41-56)

Chapter Five: ‘In the Zone’: Ethics and Relationships (pp. 57-74)

Chapter Six: ‘Hey, Whose Side Are You on Anyway?’: Advocacy and Persuasion (pp. 75-90)

Chapter Seven: ‘Jack and the Bean Stalk’: Crisis Management (pp. 91-102)

Chapter Eight: ‘Shades of Grey (and Green)’: Corporate Citizenship (pp. 103-114)

Chapter Nine: ‘Image or Reality?’: Branding and Reputation (pp. 115-124)

Chapter Ten: ‘Square Pegs and Round Holes’: Intangible Value (pp. 125-130)

Chapter Eleven: ‘An Endless Instance’: Making Meaning in Mediated Messages (pp. 131-144)

Chapter Twelve: ‘Joining the Dots’: Networking Skills in Public Relations (pp. 145-158)

References (pp. 159-184)

About ther Author (pp. 185-186)

Index (pp. 187)

Total Pages: 192

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