Section - ONE: The shift to the open organization - the application of public relations within every area of a modern organization;
Chapter - 01: Putting citizens at the heart of public relations: Public relations and public value - Paul Mylrea Chart.PR, FCIPR;
Chapter - 02: Plus ca change, plus c'est la meme chose for public relations? - Alan Smith Chart.PR, MCIPR;
Chapter - 03: Death or rebirth? A digital future for PR - Matt Appleby Chart. PR, FCIPR;
Chapter - 04: Freedom of Information: Is it changing the way we do PR? - Susan Fox Chart. PR, FCIPR;
Chapter - 05: The future practitioner - Catherine Arrow Chart. PR, FCIPR, FPRINZ;
Chapter - 06: Communications shared services in the public sector: An idea whose time has come or a passing phase? - Sally Sykes Chart.PR, FCIPR;
Section - TWO: Developing areas of practice - an exploration of the opportunity in developing areas of public relations;
Chapter - 07: Passport to the win-win zone? The role of psychology in public relations practice and education - Ben Verinder Chart.PR, MCIPR;
Chapter - 08: An analysis of the role of quantification in public relations evaluation - Paul Noble Chart.PR, FCIPR;
Chapter - 09: Internal communications: Poor relation or powerhouse? - Linda Rolf Chart.PR, MCIPR;
Chapter - 10: Communicable viruses: The adaptation of the public relations profession to the changing anatomy of the web - Matt McKay Chart.PR, FCIPR;
Chapter - 11: Communications micro-strategies - Martin Turner Chart.PR, MCIPR;
Chapter - 12: Is public relations evolving into reputation management? - Julie McCabe Chart.PR, MCIPR;
Section - THREE: The application of best practice in markets - an analysis of the application of public relations in different markets;
Chapter - 13: Engineering the future? Using influence to benefit society - Anne Moir Chart.PR, MCIPR;
Chapter - 14: Defining the defence communicator - Clare L Parker Chart.PR, MCIPR;
Chapter - 15: The evolution of UK public relations consultancies from 1984 to 2009 - Jane Howard Chart.PR, FCIPR;
Section - FOUR: International - the impact of the globalization of markets on public relations;
Chapter - 16: What does it take to be a global communications professional? - David Crundwell Chart.PR, FCIPR;
Chapter - 17: Globalization and national economic development: A role for public relations and communication management - Peter L Walker Chart.PR, FCIPR;
Section - FIVE: Reflections - an examination of the fundamental theories of public relations and their application to modern practice;
Chapter - 18: Is excellence in public relations beyond our reach? - Richard Flynn Chart.PR, MCIPR;
Chapter - 19: The roadmap to excellence in public relations - Hilary Berg Chart.PR, MCIPR;
Chapter - 20: A critical review: The four models of public relations and the excellence theory in an era of digital communication - Stephen Waddington Chart.PR, MCIPR
