What is public relations? the engineering of perception -- Everyone needs PR "but I can't afford it" -- Big agency vs. small : bigger is not always better -- Strategy and tactics : who are we talking to? -- Brainstorming : there are no bad ideas -- Spin or win? assume media skepticism -- The target : media and media lists -- Are you ready? getting the word out -- There's more out there than the New York Times : television, radio, community newspapers and newsletters -- How to stage manage the interview : don't blow it now -- News conferences : build it and they might not come -- Surveys, surveys, surveys : measuring public opinion -- Crisis communications : what to do if disaster strikes -- Internet public relations : the new PR -- Performance-based and low-budget PR : changing the playing field -- The worthy cause : PR to the rescue -- Read, read, read and other ways to stay ahead -- PR, advertising and journalism : synergies and frictions -- Evaluating the PR program : the nuts and bolts of measurement -- Learn from experience : mistakes you shouldn't make -- The future of public relations : what now?