Employees of a PR department, as well as newcomers, students, participants in further training programs, and interested managers will gain an overview of the activities of a PR department in this book. They will learn to master the functionality and the entire toolkit, as well as to understand the role of public relations as a mediator between the company and the outside world. The importance of image and strategic PR is highlighted, the workings of communication are explained, and the working conditions are defined. The toolkit is illustrated with many practical examples and tips: employee communication, press work, corporate PR, PR for sales support, and PR on the internet. Necessary follow-up work, evaluation, and ethical questions are also addressed.