"Coverage of global markets, new technologies, and multiculturalism throughout make this dynamic text the cutting-edge choice for public relations courses. Accompanied by unique, free online video interviews of leaders in the public relations field, the text presents and explains in a personal, jargon-free style the fundamental tools of public relations practice, providing a multi-disciplinary understanding of the emerging trends within the field. Critical changes in society and technology lend importance to the increasing emphasis in the management function of public relations. While traditional media is still the foundation of public communication, the new social media now provides a much more personal and interactive form of public relations. This book thus provides the user with the ability to create effective messages using both the new social media as well as traditional media."--Publisher's website. Part I: The profession. The Nature of Public Relations ; The History of Public Relations ; A Theoretical Basis for Public Relations ; Law and Ethics. Part II: The process. Research: Understanding Public Opinion ; Strategic Planning for Public Relations Effectiveness ; Action and Communication ; Evaluating Public Relations Effectiveness. -- Part III: The publics. Media Relations ; Employee Communication ; Community Relations ; Consumer Relations and Marketing ; Investor Relations. -- Part IV: The practice. Public Affairs: Relations with Government ; Public Relations in Nonprofit Organizations ; Corporate Public Relations ; Technological, Global, and Organizational Issues in Public Relations.