Section I: Foundations of Public Relations

• Public Relations: Separating Fact From Fiction
• Theory versus Reality
• Why a Public Relations Career?
• The Public Relations Process
• The Role of Values in Public Relations
• Values-Driven Public Relations
• Memo from the Field : Samuel L. Waltz, APR, Sam Waltz & Associates
• Case Study 1.1: Thumbs Up, Ashland Inc., Thumbs Down, Exxon: A Tale of Two oil Spills.

• Where the Jobs Are
• Public Relations Activities and Duties
• Salaries in Public Relations
• What's Important in a Job?
• Memo from the Field: Mike Swenson, Barkley Evergreen & Partners
• Case Study 2.1: Thumbs Up: Silver Anvils and Gold Quills
• Case Study 2.2: Thumbs Down: A List to Avoid

• Premodern Public Relations
• The Seedbed Years
• War and Propaganda
• The Postwar Boom
• The Downsizing of the United States
• "Future History"
• Memo from the Field: Tim Moore, Rock and Roll Hall of Fame and Museum
• Case Study 3.1: Thumbs Down: Torches of Freedom
• Case Study 3.2: Thumbs Up: Corporate Giving

• Two Words: Public and Relations
• The Publics in Public Relations
• What Do We Need to Know about Each Public?
• The Traditional Publics in Public Relations
• Memo from the Field: Gordon Lindsey, J>C> Penney Company
• Case Study 4.1: Thumbs Down: Cloudy Days for Sunbeam
• Case Study 4.2: Thumbs Up: Parrott Talks; Rand McNally Listens

• The Power of Public opinion
• A Communication Model
• Theories of Persuasion
• Motivation
• Persuasion and Public opinion
• Memo from the Field: Tresa Coe, Mothers Against Drunk Driving
• Case Study 5.1: Thumbs Up: Using Public Relations to Ban Land Mines
• Case Study 5.2: Thumbs Down: Citizens for a Free Kuwait

• What Are Ethics?
• The Rewards of Ethical Behavior
• objectivity versus Advocacy: A Misleading Ethics Debate
• Challenges to Ethical Behavior
• Achieving Ethical Behavior
• Memo from the Field: Terrie Williams, The Terrie Williams Agency
• Case Study 6.1: Thumbs Up: Inside The Body Shop
• Case Study 6.2: Thumbs Down: Undisclosed Interest: Glaxo Wellcome and the Committee Protect Ban MDIs

Section II: The Public Relations Process

• The Value of Research and Evaluation
• The Many Uses of Research and Evaluation
• Developing A Research Strategy: What Do I Want To Know?
• Developing a Research Strategy: How Will I Gather That Information?
• Survey Research
• Analyzing Survey Results
• Memo from the Field: Walter K. Lindenmann, Ketchum Public Relations Worldwide
• Case Study 7.1: Thumbs Up: The Battle over Clean Air Regulations
• Case Study 7.2: Thumbs Down: President Landon and President Dewey

• The Basics of Values-Driven Planning
• Different Kinds of Public Relations Plans
• Why Do We Plan?
• How Do We Plan?
• Expanding a Plan Into a Proposal
• Qualities of a Good Plan
• Memo from the Field: Fred Repper, retired public relations consultant
• Case Study 8.1: Thumbs Up: MCI Changes the Message
• Case Study 8.2: Thumbs Down: No News Is Bad News: Media Relations at the Atlanta olympics

• Communicating with Specific Publics
• Tactics as Messages and Channels
• Tactics and Traditional Publics
• Accomplishing the Tactics
• Memo from the Field: Evie Lazzarino, Richard Nixon Library and Birthplace
• Case Study 9.1: Thumbs Up: Comic Relief in Texas
• Case Study 9.2: Thumbs Down: The Dog That Didn't Bark: Abercrombie & Fitch and MADD

• The Importance of Writing and Presentation Skills
• A Context for Public Relations Writing
• The Writing Process
• Writing for the Ear
• The Process of Successful Presentations
• Memo from the Field: Kerry Tucker and Adam Behar, Nuffer, Smith, Tucker
• Case Study 10.1: Thumbs Up: Letter from Birmingham Jail
• Case Study 10.2: Thumbs Down: Poison Postcards in Kansas

• The Growth of New Technology
• The Digital Revolution
• Computer Technology
• The Internet
• Wireless Communications Technology
• Why "New" Isn't Always "Better"
• Memo from the Field: Craig Settles, Successful.com
• Case Study 9.1: Thumbs Down: The Mount Everest Tragedy
• Case Study 9.2: Thumbs Up: Freedom of Expression in the Digital Age

Section III: Public Relations Today and Tomorrow

• Learning Hard Lessons from others
• The Anatomy of a Crisis
• Crisis Communications Planning
• Crisis Planning Ethics
• Memo from the Field: Tom Ditt, North Carolina Division of Emergency Management
• Case Study 12.1: Thumbs Down: Mitsubishi's Lemon
• Case Study 12.2: Thumbs Up: Classic Crises: Tylenol and Pepsi

• The Decline of Mass Marketing
• The Impact of IMC on Public Relations
• A Closer Look at Marketing
• A Closer Look at IMC
• How IMC Works
• Problems with IMC
• Memo from the Field: Vin Cipolla, Pamet River Inc.
• Case Study 13.1: Thumbs Up: Hal Riney Launches Saturn Into orbit
• Case Study 13.2: Thumbs Down: Reebok and the Incubus

• Cultures: Definitions and Characteristics
• Cross-Cultural Communication: Definitions and Dangers
• Achieving Successful Cross-Cultural Communication: A Process
• Memo from the Field: Renu K. Aldrich, PR Newswire
• Case Study 14.1: Thumbs Up: A Toast to Coors
• Case Study 14.2: Thumbs Down: Border Wars for Wal-Mart

• Public Relations, the Law, and You
• Public Relations and the First Amendment
• Federal Agencies That Regulate Speech
• Libel
• Privacy
• Copyright
• Litigation Public Relations
• Memo from the Field: Richard S. Levick, Levick Strategic Communications
• Case Study 15.1: Thumbs Down: The Court of Public opinion
• Case Study 15.2: Thumbs Up: The Lion Roars

• A New Century with New Challenges
• Social Forces and Public Relations
• Where Public Relations Is Headed
• Your Future in Public Relations
• Memo from the Field: Kent Landers, 1998-1999 National PRSSA President
• Case Study 16.1: Thumbs Up, Abbott Laboratories; Thumbs Down, Nestlé