1. Not "just" public relations: PR strategy in a management context. 2. PR's place on the board: A core governance role. 3. Reputation management: A celebrity-driven society. 4. Internal communication and PR: Employees as ambassadors. 5. Beyond "Customer is King'': Sales and marketing promotion. 6. Media realtions: A borderless world view. 7: Reasearch methods: Measures and motives. 8: The ethical dimension: A moral imperative