ABSTRACT
Public Relations. This chapter reviews the scripting methods used in the various forms of public relations. Beginning with an overview of the RPIE process, the chapter steps through the importance of Research, Planning, Implementation, and Evaluation for any PR campaign. The chapter then applies these tools to the five primary areas of public relations: strategic communications, community relations, media relations, internal communications, and crisis communications. Press releases are then discussed with a focus on the standard nomenclature used in professional materials. Effective strategies for PR campaigns and multimedia campaigns conclude the chapter.
