′Offers the reader a concise and very readable tour through the many facets of PR. It provides a solid overview of the PR industry, suitable not only for students of PR and communication studies, but also those of us who feel the need to ground ourselves with an easy to use reference book, which is organised well enough to enable the reader to dip in and out… Providing a detailed reference of just under 200 alphabetically listed entries, covering a range of topics, from account management to wikis, destination branding and Hong Bo (that one you′ll have to look up yourselves), each entry takes up roughly a page, sometimes less, is colloquial in tone and offers several recommendations for further reading, making it an excellent jumping-off point for further exploration. The plethora of facts and theories is handled skilfully and the erudition worn so lightly that the best compliment a reader can make is that one is barely conscious of the huge amount of ground covered by the book and that it is the work of five different authors… Ultimately, it is the sheer variety of topics covered that impresses, as if the authors are deliberately making a point of the breadth of PR today′ - Communication Director

• Account ManagementAdvertisingAdvertising - codesAdvertising OnlineAdvertorialsAgenda Setting Alternative MediaAnnual General MeetingAudienceAudience - RadioAudience - TelevisionBlog, Blogger, BlogosphereBottom LineBoundary SpannerBrand StretchingBrandingBudgetBusiness to Business (B2B)CampaignCelebrityCensorshipCirculation - NewspapersCirculation - InternetClientCodes of ConductCommercial SpeechCommunicationCommunication AuditCommunication StrategyConflict of InterestConsultancyConsumer Public RelationsContactsContent AnalysisCPD - Continuous Professional DevelopmentConvergenceCopyrightCorporate CommunicationCorporate Social ResponsibilityCreativityCrisis Public RelationsCybersquattingDark SitesDefamationDemographicsDestination brandDiversityDumbing DownEditorEmbargoEthicsEvaluationEvent ManagementExcellence TheoryFifth EstateFocus GroupsFourth EstateFreelanceFinancial Public RelationsFriday night DropFull ServiceGatekeeperGlobalisationGoogle danceGoogle EarthGoogle gamesGovernment Public RelationsGuanxiHealthcare Public RelationsHofstedeHong BoHorizon ScanningHuman ResourcesIn HouseInfotainmentInformation SubsidiesInternetInternet Public RelationsJournalismJournalistKey Figure InterviewsKey MessagesLobbyLobbyingManufacturing ConsentMarketing (mix)Mass CommunicationMedia BriefingMedia RelationsMedia TrainingMethodologyMilitary Public Relations/Embedded JournalistsMission StatementModels In Public RelationsNetworkingNewsNews Agency/Press AssociationNews AngleNews managementNews ValueNews RoomsNGOsNibs (news in Brief)On MessageOn/Off The RecordParty ConferencesPerception ManagementPersuasionPhoto OpportunityPitch/PitchingPReditorialPress ConferencesPress PacksPress ReleasesPrivacyPro BonoPromotion (1)Promotion (2)PropagandaPublic InquiryPublic OpinionPublic RelationsPublic Relations Education and TrainingPublic Relations (Internal)Public Relations PlanningPublicsPublic Service BroadcastingPublic Relations DemocracyQ and AsQuantitative and Qualitative MethodsRebuttalsRegulation - InternetRegulation - Press (Ownership and Content)Regulation - RadioRegulation - TelevisionReputation ManagementResearch (Communication)Research (Sponsored)Response StatementRisk ManagementRogue SitesRolling NewsRolling News DeadlinesSamplingSell-InSituation AnalysisSMART ObjectivesSocial MarketingSocial MediaSoundbitesSources - Relations with JournalistsSources - Influence on EditorialSpinSpin DoctorSpoilerSponsorshipStakeholder AnalysisStrategySyndicated radio TapesTalking HeadTarget AudienceThink TanksTrade BodiesTrade PressTriple Bottom LineVideo News ReleaseWeb 2.0Western Model (Dominance of)Wikis

′Offers the reader a concise and very readable tour through the many facets of PR. It provides a solid overview of the PR industry, suitable not only for students of PR and communication studies, but also those of us who feel the need to ground ourselves with an easy to use reference book, which is organised well enough to enable the reader to dip in and out… Providing a detailed reference of just under 200 alphabetically listed entries, covering a range of topics, from account management to wikis, destination branding and Hong Bo (that one you′ll have to look up yourselves), each entry takes up roughly a page, sometimes less, is colloquial in tone and offers several recommendations for further reading, making it an excellent jumping-off point for further exploration. The plethora of facts and theories is handled skilfully and the erudition worn so lightly that the best compliment a reader can make is that one is barely conscious of the huge amount of ground covered by the book and that it is the work of five different authors… Ultimately, it is the sheer variety of topics covered that impresses, as if the authors are deliberately making a point of the breadth of PR today′ - Communication Director

• Account ManagementAdvertisingAdvertising - codesAdvertising OnlineAdvertorialsAgenda Setting Alternative MediaAnnual General MeetingAudienceAudience - RadioAudience - TelevisionBlog, Blogger, BlogosphereBottom LineBoundary SpannerBrand StretchingBrandingBudgetBusiness to Business (B2B)CampaignCelebrityCensorshipCirculation - NewspapersCirculation - InternetClientCodes of ConductCommercial SpeechCommunicationCommunication AuditCommunication StrategyConflict of InterestConsultancyConsumer Public RelationsContactsContent AnalysisCPD - Continuous Professional DevelopmentConvergenceCopyrightCorporate CommunicationCorporate Social ResponsibilityCreativityCrisis Public RelationsCybersquattingDark SitesDefamationDemographicsDestination brandDiversityDumbing DownEditorEmbargoEthicsEvaluationEvent ManagementExcellence TheoryFifth EstateFocus GroupsFourth EstateFreelanceFinancial Public RelationsFriday night DropFull ServiceGatekeeperGlobalisationGoogle danceGoogle EarthGoogle gamesGovernment Public RelationsGuanxiHealthcare Public RelationsHofstedeHong BoHorizon ScanningHuman ResourcesIn HouseInfotainmentInformation SubsidiesInternetInternet Public RelationsJournalismJournalistKey Figure InterviewsKey MessagesLobbyLobbyingManufacturing ConsentMarketing (mix)Mass CommunicationMedia BriefingMedia RelationsMedia TrainingMethodologyMilitary Public Relations/Embedded JournalistsMission StatementModels In Public RelationsNetworkingNewsNews Agency/Press AssociationNews AngleNews managementNews ValueNews RoomsNGOsNibs (news in Brief)On MessageOn/Off The RecordParty ConferencesPerception ManagementPersuasionPhoto OpportunityPitch/PitchingPReditorialPress ConferencesPress PacksPress ReleasesPrivacyPro BonoPromotion (1)Promotion (2)PropagandaPublic InquiryPublic OpinionPublic RelationsPublic Relations Education and TrainingPublic Relations (Internal)Public Relations PlanningPublicsPublic Service BroadcastingPublic Relations DemocracyQ and AsQuantitative and Qualitative MethodsRebuttalsRegulation - InternetRegulation - Press (Ownership and Content)Regulation - RadioRegulation - TelevisionReputation ManagementResearch (Communication)Research (Sponsored)Response StatementRisk ManagementRogue SitesRolling NewsRolling News DeadlinesSamplingSell-InSituation AnalysisSMART ObjectivesSocial MarketingSocial MediaSoundbitesSources - Relations with JournalistsSources - Influence on EditorialSpinSpin DoctorSpoilerSponsorshipStakeholder AnalysisStrategySyndicated radio TapesTalking HeadTarget AudienceThink TanksTrade BodiesTrade PressTriple Bottom LineVideo News ReleaseWeb 2.0Western Model (Dominance of)Wikis

′Offers the reader a concise and very readable tour through the many facets of PR. It provides a solid overview of the PR industry, suitable not only for students of PR and communication studies, but also those of us who feel the need to ground ourselves with an easy to use reference book, which is organised well enough to enable the reader to dip in and out… Providing a detailed reference of just under 200 alphabetically listed entries, covering a range of topics, from account management to wikis, destination branding and Hong Bo (that one you′ll have to look up yourselves), each entry takes up roughly a page, sometimes less, is colloquial in tone and offers several recommendations for further reading, making it an excellent jumping-off point for further exploration. The plethora of facts and theories is handled skilfully and the erudition worn so lightly that the best compliment a reader can make is that one is barely conscious of the huge amount of ground covered by the book and that it is the work of five different authors… Ultimately, it is the sheer variety of topics covered that impresses, as if the authors are deliberately making a point of the breadth of PR today′ - Communication Director

• Account ManagementAdvertisingAdvertising - codesAdvertising OnlineAdvertorialsAgenda Setting Alternative MediaAnnual General MeetingAudienceAudience - RadioAudience - TelevisionBlog, Blogger, BlogosphereBottom LineBoundary SpannerBrand StretchingBrandingBudgetBusiness to Business (B2B)CampaignCelebrityCensorshipCirculation - NewspapersCirculation - InternetClientCodes of ConductCommercial SpeechCommunicationCommunication AuditCommunication StrategyConflict of InterestConsultancyConsumer Public RelationsContactsContent AnalysisCPD - Continuous Professional DevelopmentConvergenceCopyrightCorporate CommunicationCorporate Social ResponsibilityCreativityCrisis Public RelationsCybersquattingDark SitesDefamationDemographicsDestination brandDiversityDumbing DownEditorEmbargoEthicsEvaluationEvent ManagementExcellence TheoryFifth EstateFocus GroupsFourth EstateFreelanceFinancial Public RelationsFriday night DropFull ServiceGatekeeperGlobalisationGoogle danceGoogle EarthGoogle gamesGovernment Public RelationsGuanxiHealthcare Public RelationsHofstedeHong BoHorizon ScanningHuman ResourcesIn HouseInfotainmentInformation SubsidiesInternetInternet Public RelationsJournalismJournalistKey Figure InterviewsKey MessagesLobbyLobbyingManufacturing ConsentMarketing (mix)Mass CommunicationMedia BriefingMedia RelationsMedia TrainingMethodologyMilitary Public Relations/Embedded JournalistsMission StatementModels In Public RelationsNetworkingNewsNews Agency/Press AssociationNews AngleNews managementNews ValueNews RoomsNGOsNibs (news in Brief)On MessageOn/Off The RecordParty ConferencesPerception ManagementPersuasionPhoto OpportunityPitch/PitchingPReditorialPress ConferencesPress PacksPress ReleasesPrivacyPro BonoPromotion (1)Promotion (2)PropagandaPublic InquiryPublic OpinionPublic RelationsPublic Relations Education and TrainingPublic Relations (Internal)Public Relations PlanningPublicsPublic Service BroadcastingPublic Relations DemocracyQ and AsQuantitative and Qualitative MethodsRebuttalsRegulation - InternetRegulation - Press (Ownership and Content)Regulation - RadioRegulation - TelevisionReputation ManagementResearch (Communication)Research (Sponsored)Response StatementRisk ManagementRogue SitesRolling NewsRolling News DeadlinesSamplingSell-InSituation AnalysisSMART ObjectivesSocial MarketingSocial MediaSoundbitesSources - Relations with JournalistsSources - Influence on EditorialSpinSpin DoctorSpoilerSponsorshipStakeholder AnalysisStrategySyndicated radio TapesTalking HeadTarget AudienceThink TanksTrade BodiesTrade PressTriple Bottom LineVideo News ReleaseWeb 2.0Western Model (Dominance of)Wikis