In this text, Professor Narasimha Reddi compresses within the covers of a single volume his many decades of teaching and professional experience. He gives a masterly exposition of the theory and best practices of the profession.

Divided into six parts, the second edition focuses on the application of Internet and social media in the practice of Public Relations. It contains seven new chapters and six new case histories, which are in tune with changing needs, as well as a chapter projecting Mahatma Gandhi as the world's greatest Public Relations communicator.

The book is primarily intended as a text for students of Public Relations, Journalism, Mass Communication, and Advertising. In addition, it should be of great benefit to the teaching community and public relations practitioners.

Incorporates six new Case Studies reflecting current trends in PR and Advertising

C.V. Narasimha Reddi, Ph.D., the Editor of Public Relations Voice (a premier journal on Public Relations in India) and Senior Academic Consultant of Dr. B.R. Ambedkar Open University, Hyderabad, has held a wide range of professional and academic senior positions. He has been University Grants Commission National Professor in Public Relations and Advisor, Public Relations. Professor Reddi is a multi-faceted personality with unique attributes of a PR practitioner, an academician, editor, publisher, writer, author and broadcaster--a rare combination in the Indian setting. During his career spanning several decades, Dr. Reddi occupied various positions such as Director (Public Relations) Andhra Pradesh (AP) government, Press Secretary to four former Andhra Pradesh Chief Ministers, Director, Public Relations, AP State Road Transport Corporation, Director, Bhavan's College of Communication & Management, Advisor, Public Relations, Osmania University and Dr. B.R. Ambedkar Open University, Hyderabad, Academic Facilitator, Indira Gandhi National Open University and Member on Public Relations Studies Panel of UGC.

He was also Vice-Chancellor's Visiting Scholar, University of Canberra, Australia and visiting Professor to Universities in USA, UK and China. He was National President, Public Relations Society of India, Founding Member, Global Forum for Public Relations, Member, Asian Media Information and Communication Centre, Singapore, and Director of India Foundation for PR Education and Research. He has authored twenty-two books and edited two books on PR, communication and media.

It was Dr. Reddi who as a National President of PRSI in 1986 suggested that 21 April should be observed as National Public Relations Day. He was instrumental in introducing major courses in Public Relations education in Dr. B.R. Ambedkar Open University, Sri Venkateswara University and Osmania University.

He has been conferred the Media India Award (1986), US-PRSA Award (1995), PRSI-the Man of the Year (1998), Millennium Award for PR Education (2000), Lifetime Achievement Award (2006), ABCI Lifetime Achievement Award (2007), GFPR Lifetime Achievement Award (2008), PRCI Hall of Fame (2008), Sri Potti Sriramulu Telugu University's Keerthi Puraskar (2011), and PRCI Best Author & Best Editor Chanakya Award (2013).