Part 1: Role Chapter 1: What Is Public Relations? Chapter 2: The Evolution of Public Relations Chapter 3: Ethics and Professionalism Chapter 4: Public Relations Departments and Firms Part 2: Process Chapter 5: Research Chapter 6: Program Planning Chapter 7: Communication Chapter 8: Evaluation Part 3: Strategy Chapter 9: Public Opinion and Persuasion Chapter 10: Conflict Management: Dealing with Issues, Risks, and Crises Chapter 11: Reaching a Multicultural and Diverse Audience Chapter 12: Public Relations and the Law Chapter 13: New Technologies in Public Relations Part 4: Tactics Chapter 14: News Releases, Media Alerts, and Pitch Letters Chapter 15: Radio, Television, and the Web Chapter 16: Media Interviews, News Conferences, and Speeches Part 5: Application Chapter 17: Corporations Chapter 18: Politics and Government Chapter 19: Global Public Relations Chapter 20: Nonprofit Organizations Chapter 21: Education Chapter 22: Entertainment, Sports, and Travel