one The state of the art -- 1 The state of the art -- two The flow of information -- 2 Coping with information -- 3 Global information: the right to communicate -- 4 Measuring PR effectiveness -- 5 Intermediating writing: a new language, a new approach -- 6 Information industry: the impact of electronics on PR -- 7 Journalism: gatekeeper or pontiff -- 8 Managing communication in government -- three Organizational communication -- 9 Internal communication for greater involvement -- 10 Communicating within a multinational -- 11 Corporate culture -- 12 Meetings as a tool of internal PR -- 13 Methods of internal communication -- 14 Employees relations: social auditing and motivation -- four Changes in society -- 15 Implications of social and technological changes -- 16 How professional PR may contribute to strategic leadership -- 17 A look at the future, an overview of PR in the nineties -- 18 A look at the future from the continents -- 19 Complexity in international relations -- 20 Survival of the individual in the information society -- 21 PR in crises -- 22 Competition, overlaps and interrelations between various disciplines -- 23 The role of PR in an organisation -- five The profession and its ethics -- 24 Reliability of the PR profession -- 25 Management and moral standards -- 26 Consultants and their code of conduct -- 27 Public relations ethics in practice -- six Trends in education -- 28 A report on the seminar -- 29 The scientific setting of PR -- 30 Theoretical and practical objectives in PR education -- 31 PR education at universities -- 32 A college model -- 33 A university model -- 34 The Berlin model -- 35 Didactics of the case-study method in PR curricula -- 36 Systematics in PR case-studies -- 37 Student participation in research projects -- seven Developments in public relations -- 38 Worldwide marketing trends -- 39 Lobbyists: the unelected lawmakers -- 40 Sponsoring sports and culture -- 41 Significance of minority forces -- 42 Role of women in PR -- 43 Selling a sell-out: PR for mergers -- 44 Planning information for financial communities -- 45 Emergence of soft values -- 46 Communicating with colleagues: the organisation of a PR congress -- 47 Speaking out for ourselves -- 48 Recognizing the PR profession -- 49 Fund raising -- 50 Famous PR cases -- Biographies.