Table of Contents

I. Context

1. An Introduction to Public Relations and Strategic Communication

2. History: How We Got Here & Where Ideas Come From

3. Ethics & Corporate Social Responsibility

4. Relationship Management: Working with Colleagues, Clients, Customers & the Media

II. Research and Action in a Social World

5. Theory & Research

6. Persuasion, Identification & Framing

7. Brand Storytelling

8. Social Media, Influencers & Analytics

III. Message Development

9. Message Development in a Social Landscape

10. Pitching

11. Strategic Writing

12. Crafting a PR Proposal

IV. Strategies, Tactics & Future Directions

13. Deliverables

14. Crisis Communication

15. Visual Communication

16. The Future of Public Relations & Strategic Communication