Written by two of the most respected and honored individuals in the field, this definitive casebook of real-life public relations situations is designed to help students develop agility in applying effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations????????involving all types and sizes of organizations. This text is also a useful reference book for PR professionals. Whether one is new to the field or a seasoned practitioner, the behaviorally-based techniques presented are a valuable and authoritative resource. Table of Contents 1. The Purpose of Public Relations.  2. How Public Relations Deals with Problems and Opportunities.  3. Employee Relations.  4. Community Relations.  5. Investor Relations.  6. Consumer Relations.  7. Media Relations.  8. Public Issue Campaigns and Debates.  9. Crisis Management. 10. Standards, Ethics, and Values. 11. Career Preparation. Index.