Introduction.Part I: PR: What It Is, How It Works.
Chapter 1: The Power of PR.
Chapter 2: X-Raying the PR Process.
Chapter 3: Hiring Professional PR Help.Part II: Brainstorming and Thinking Creatively.
Chapter 4: Setting Up Your PR Department and Program.
Chapter 5: Formulating Ideas.
Chapter 6: Using PR Tactics.Part III: Putting the Wheels in Motion.
Chapter 7: Creating a Company Newsletter.
Chapter 8: Putting Your Message in Writing: The Pres Release.
Chapter 9: Writing and Placing Feature Articles.
Chapter 10: Promoting Yourself through Public Speaking.Part IV: Choosing the Right Medium for Your Message.
Chapter 11: Getting Your Message Out.
Chapter 12: Handling the Media.
Chapter 13: Tuning In to Radio.
Chapter 14:Getting PR on the Tube.
Chapter 15: Getting More Ink (Print Isn’t Dead Yet).
Chapter 16: Going Public in Cyberspace: Your Web Site.
Chapter 17: Getting a Grip on New Technology — Blogs, Webcasting, and Podcasting.Part V: Creating Buzz.
Chapter 18: Getting Hits from Buzz Marketing and Viral Marketing.
Chapter 19: Staging Publicity Events.
Chapter 20: Spotting and Seizing Opportunities.
Chapter 21: Knowing What to Do in a PR Crisis.
Chapter 22: Evaluating PR Results.Part VI: The Part of Tens.
Chapter 23: The Ten Greatest PR Coups of All Time.
Chapter 24: Ten Myths about PR — Debunked.
Chapter 25: Ten Reasons to Do PR.
Chapter 26: Ten Things You Should Never Do in the Name of PR.
Chapter 27: Ten Steps to Better PR Writing.Appendix: Recommended Resources.Index.