For courses in Introduction to Public Relations and Public Relations Practice, offered by Communications, Marketing, or Journalism departments.Unlike other PR texts that steer clear of high profile real-life cases, the ethical challenges, the "how to" counsel, and the public relations conundrums that encourage students to think, this up-to-the-minute book prepares students to deal with a full range of situations-and to arrive at effective, ethical solutions. This is an "in-your-face" textbook for an "in-your-face" profession.NEW - The only PR book that includes contemporary interviews with today's headline maker's-Examples include Gov. Jesse Ventura Rudy Giuliani's PR Director, Sunny Mindel United National Nations Director, Shashi Tharoor National Black Public Relations Association President, Pat Tobin White House Press Secretary, Ari Fleischer. NEW - The only PR book that has up-to-the-minute real-world cases-Examples include Columbia Space Shuttle The U.S. image and the War on Terrorism Rudy Giuliani and 9/11 Gary Condit, Trent Lott, and more. NEW - Bolstered preparation & process emphasis (Part II), particularly in Chapters 3-5. Includes coverage of the theories of Grunig, Hunt, Jackson and Rogers. Helps students develop theoretical knowledge and process skills that are becoming increasingly important in the field. NEW - Two new mini-chapters on Investor Relations (Ch 15) and International Public Relations (Ch 16). Shows students the importance of understanding the "bottom line" and the growing importance of PR around the world. NEW - Greater inclusion of minority and female practitioners. Shows students the diversity of the field and gives them an in-depth view of areas to which future professionals must be sensitive. NEW - Engaging hypothetical cases-Based on real-life situations. Cases on sex discrimination, employee relations, pitching exclusives, Internet monitoring, and speechwriting, test students' creativity and helps them develop creative thinking skills.