Chapter 1: What is Public Relations Updates on the size and scope of the global industry New cases on campaigns conducted by Apple, Facebook, and other organizations such as a Cuban restaurant in Miami The requirements of an internship at a major PR firm Updated stats on entry-level jobs in the public relations and communications field Results of 2013 salary survey by PRWeek for median salaries in the field Chapter 2: Evolution of Public Relations Martin Luther''s use of "social media" to advance the Reformation A new perspective on Ivy Lee''s tactics and honesty An update on the influx of women into the field and infographic showing that the typical VP is now a female A new photo gallery of outstanding female executives in the field A global study identifying the major issues facing PR executives today Chapter 3: Ethics & Professionalism Excerpts from the Melbourne Mandate regarding professional standards of practice. Dealing ethically with consumer review sites The ethics of "Pay for Play" in China Chapter 4: PR Departments & Firms Case study on IBM''s global 100th anniversary A job posting for an entry-level PR position in a corporation Updated stats on the various functions of a corporate PR department Case study on 7-11''s birthday celebration and 5 million Slurpees given away Case study Sterling Vineyards finding a brand spokesperson via social media An essay by a young practitioner about working in a PR firm New stats on the revenues, number of employees, etc. - for the 10 largest PR firms A job posting for an account executive in a PR firm The mechanics of a RFP (request for proposal) by Kenya A case about Wal-Mart firing its PR firm for an ethical lapse. Chapter 5: Research The research conducted by Ketchum on behalf of a campaign for Double Tree Hotels Guidelines for qualitative researchers Explanation of Web analytics Social media monitoring tools Using social media for research Chapter 6: Program Planning The planning process for Ketchum''s Double Tree Hotel cookie campaign Case study on how Suave Haircare reached a Hispanic audience A chart explaining paid, earned, shared, and owned media The ethics of a "grassroots" group A new Gantt chart illustration The value of the planning process and how to get started Chapter 7: Communication An updated integrated communications model The social media tactics of Ketchum''s Double Tree campaign Update of Nestle''s social media battle with Greenpeace Guidelines for how an organization should deal with criticism in the social media Infographic about how a PR firm gained visibility by surveying how many people use a cell phone while sitting on the toilet Infographic: The most overused words in public relations Are women better communicators than men? Guidelines for writing today''s online news releases WOM (word-of-mouth) campaigns raise ethical issues Chapter 8: Measurement & Evaluation Update on measuring effectiveness on the Web Case study on how Ketchum measured the effectiveness of its Double Tree cookie campaign How Chevrolet used social media at SXSW festival Chapter 9: Public Opinion & Persuasion Facets of public opinion on gun control in the wake of Newtown The debate over Fracking Infographic: the nine concepts on how organizations can become more "authentic." Case study on how opponents and advocates shape public opinion on gun control McDonald''s use of social media to change attitudes about nutrition Chapter 10: Conflict Management Case study of how Benetton dealt with the issue of sweatshops in Bangladesh Case study on how a company communicated with the media and employees using social media after a tornado destroyed the facility Case study on how Toyota regained its reputation after a major auto recall Chapter 11: Reaching Diverse Audiences Updates on the growth of Hispanic, Asian-American populations in U.S. Case study on how minority groups helped Obama win a second term Procter & Gamble''s Pampers campaign among Hispanic parents Case study on Pepsi''s sponsorship of a Latin music festival Chart showing the education and income levels of various ethnic groups in the U.S.

Case study on Ben & Jerry''s support of same-sex marriage Lowe''s ethical dilemma - support of Muslim TV program or bowing to right-wing Christian groups Chapter 12: PR and the Law Case study on how Miller-Coors handled criticism of using the Puerto Rican flag on a beer can. The NFL''s campaign to prosecute vendors that sell fake NFL merchandise The FTC investigates celebrity social media endorsements Coca-Cola fights regulatory and consumer battles over soda drinks Chapter 13: The Internet & Social Media New stats on global use of the Internet and mobile phones Guidelines for employee using social media in the workplace Marriage equality symbol goes viral New chart: use of social media sites by adults Essay by young professional on being a social media manager New stats on use and outreach of Facebook Chart: The top 10 orgs with FB and Twitter followers Feature: Does Justin Bieber really have 37 million followers? Stats and commentary on the rapid growth of video and photo sharing on the Internet Case study: how the U.S. Dept. of Energy used social media to promote an energy decathlon among college students New info on the use of Instagram and Pinterest in PR campaigns Expanded info on the growth of mobile-enabled content and apps A social media campaign by Adidas to engage women around the world in the brand Chapter 14: Preparing Material for Mass Media Red Bull''s online newsroom A template for preparing a social media news release Infographic: how the addition of photos, video increases the use of news releases Expanded info on how to prepare visually appealing infographics New examples of how to prepare news releases and media advisories The ethical dilemma of blurring lines between "earned" and "paid" media Media guidelines framed as "how to get a date with a journalist" Case study: How the American Institute for Cancer Research got a page one article in USA Today The components in a newswire news release Case study: how Samsung promoted its new smartphone via social media Chapter 15: Radio & Television Update on size of the radio & TV audience in the U.S. Update on the reach of broadcast media to the Hispanic audience Case Study: A PSA to warn young people about wearing decorative contact lens Chapter l6: Meetings & Events A job listing for an events manager Case study: Promotion of a Picasso exhibit in Seattle Summaries of promotional events for a beer fest, vibrators, and a garlic festival How convention attendees now use apps to review the list of meetings and events Chapter 17: Corporations Case study: how Wal-Mart dealt with a bribery scandal Chevron''s "I agree" campaign Edelman''s annual survey on trust of corporate executives New stats on the percentage of Fortune 500 companies now using social media How Duke Energy used social media to contact customers after Hurricane Sandy The use of boycotts by activist groups The singer Beyonce signs $50 million deal with Pepsi Expanded info on viral marketing Case study: nudist group makes pitch for corporate sponsors Chapter l8: Entertainment, Sports, & Tourism Updated stats on influence of these industries on the U.S.

economy