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BRIEF CONTENTS PART I CONCEPT, PRACTITIONERS, CONTEXT, AND ORIGINS Chapter 1 Introduction to Contemporary Public Relations Chapter 2 Practitioners of Public Relations Chapter 3 Organizational Settings Chapter 4 Historical Origins PART II FOUNDATIONS Chapter 5 Professionalism and Ethics Chapter 6 Legal Considerations Chapter 7 Theory: Adjustment and Adaptation Chapter 8 Theory: Communication and Public Opinion Chapter 9 Internal Relations and Employee Communication Chapter 10 External Media and Media Relations PART III MANAGEMENT PROCESS Chapter 11 Step One: Defining Public Relations Problems Chapter 12 Step Two: Planning and Programming Chapter 13 Step Three: Taking Action and Communicating Chapter 14 Step Four: Evaluating the Program PART IV THE PRACTICE Chapter 15 Business and Industry Chapter 16 Government and Politics Chapter 17 Nonprofits, Trade Associations, and Non-Governmental Organizations
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