1 Table of Contents: “...PR2020: a media toolkit -- Tell me a story: the importance of engagement -- Crafting the news...”

2 Table of Contents: “... to tell your story -- 5. The new rules of news releases -- 6. Audio content delivery through podcasting...”

3 “...How marketers learned to dream of optimization and speak in the idiom of management science well...”

4 “..., as well as the work of innovators from companies such as Intel, Starbucks, ING Direct, Procter & Gamble...”

5 Table of Contents: “..., Ethics, and Law: The Good Person Representing an Organization Well -- Professionalism -- Ethics...”