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Students of mass communication, corporate communication and public relation will find this textbook to be of great help to them. All the core concepts of PR have been explained through numerous examples, exhibits, tables and illustrations. Summary of the Book Acquaint yourself with all that is there to know about the emerging field of PR. The book is divided into five parts, the first part of which is on Fundamentals and Emergence, which gives you an overview of PR. The second part is on Process and Practice. Here, it discusses the details of developing a PR programme. This includes: scanning the environment, creating a communication plan or strategy, implementing the plan and measuring its impact. The third part is on Skills which focuses on the key communication and negotiation skills which are essential for professionals in the field. The fourth is Applications, which discusses PR relations with types of public like customers, dealers, vendors, employees, investors and media. The final part is on Support Service. This elaborates on the role and structure of PR agencies. The book will come in handy for students who are doing media studies and aspiring PR professionals. About Iqbal S Sachdeva Iqbal S Sachdeva is the former secretary of Public Relations Society of India. He is a communication and media specialist and has worked in various fields like communications, public relations, advertising, sales training, and marketing. He has had an industry experience of three decades with Goodyear, and is presently a guest faculty at various business and media institutes.