Public relations : principles, cases and problems / H. Frazier Moore.

Section I. The field, 1 -- 1. What is public relations?, 3 -- 2. Evolution of public relations, 17 -- Section II. The functions, 39 -- 3. Public opinion, 41 -- 4. Communications, 67 -- 5. Evaluation and research, 89 -- 6. Organizations, 117 -- Section III. The tools, 151 -- 7. Media relations and publicity, 153 -- 8. Oral communication, 189 -- 9. Advertising, 202 -- 10. Periodicals, 221 -- 11. Films, 241 -- 12. Special events in public films, 251 v Section IV. The corporate publics, 271 -- 13. Employee relations, 273 -- 14. Shareholder relations, 285 -- 15. Distributor-dealer relations, 303 -- 16. Supplier relations, 317 -- 17. Community relations, 326 -- 18. Educational relations, 347 -- 19. Government relations, 368 -- 20. Consumer relations, 393 -- Section V. special applications, 417 -- 21. Welfare agencies, 419 -- 22. Business and professional associations, 442 -- 23. Armed forces, 462 -- 24. International public relations, 481 -- Section VI. Social responsibility, 497 -- 25. Public relations and social responsibility, 499 -- Appendix, 521 -- Bibliography, 531 -- Index, 545.