'Mastering Public Relations' takes a strategic management approach to exploring this complex and critical dimension of management and planning. This wide-ranging, detailed and highly readable insight into public relations includes multiple case studies and examples to provide a well-balanced interpretation of both theory and practice. Business ethics, corporate social responsibility and internationalism and recurring themes. relates them to the responsibilities and activities of the function and its principal operational arenas. Includes many thought-provoking questions and a stimulating, challenging discussion on the future of public relations practice.