Pt. I. Laying the Groundwork -- Ch. 1. The 21st-Century Audience -- Ch. 2. Identifying Audience Trends -- Ch. 3. Knowing What Your Public Wants -- Ch. 4. Knowing What the News Media Want -- Ch. 5. The Need for Continuous Research -- Pt. II. Putting the Tools To Work -- Ch. 6. Building Your Online Newsroom -- Ch. 7. Using E-Mail Smartly -- Ch. 8. E-Newsletters Build Relationships -- Ch. 9. Webcasts Are Worth a Second Try -- Pt. III. Protecting the Brand -- Ch. 10. Monitoring Brand Communication -- Ch. 11. New Tools for Crisis Management -- Ch. 12. Integrating Your PR Strategies -- Ch. 13. Don't Forget about Privacy -- Pt. IV. Conclusions -- Ch. 14. The Changing Role of the Communicator -- Ch. 15. Looking Ahead
