Written by two of the most respected and honored individuals in the field, this definitive casebook of real-life public relations situations is designed to help students develop agility in applying effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations—involving all types and sizes of organizations. This text is also a useful reference book for PR professionals. Whether one is new to the field or a seasoned practitioner, the behaviorally-based techniques presented are a valuable and authoritative resource.