Introduction: what makes you tick?
The audit
Introduction ; the audit ; gathering information ; strategy versus tactics
Why you need PR
Introduction ; your message ; stakeholder expectations ; agenda setting ; campaigns ; conclusion
Environmental analysis
Introduction ; the SWOT analysis ; conclusion
Looking after your stakeholders
Introduction ; stakeholder mapping ; messages ; an internet community ; where to now?
Tactics
Introduction ; the next step ; over to you
The end has no end
Introduction ; monitoring and evaluation ; keep it going
Appendix: help available for small businesses.