Running Head : Communication . Communication and management skills Managing Public Relations-James E . Grunig . Communication and management skills Managing Public Relations-James E . Grunig .Introduction :An individual , a family , and the society are engulfed in the cobweb of management skills and pubic relations in every step of life . One is not actively aware of it . In this materialistic era of industrialization and internet civilization , public relations have not left any part of one ‘s life untouched . It creates better or worse effects . Public Relations is good in parts . It takes away one from the truth .Profiteering and Public Relations are alternative beats of the same heart . From the topics covered in James E . Grunig ‘s book , “Managing Public Relations ‘ one gets an idea of the domain of Management of Public Relations . The Public Relations Manager in any Organization is the key man he has to present the best of the Organization , in all aspects to the individuals and Institutions he is called upon to deal .Theme :The theme of any public relations exercise is `how to bell the cat ‘ How to win over the other party to your view point ! How to sell your product to the customer ! How to face the competition ! These challenges form the syllabus for public relations managers . The topics covered in the book are extensive and intensive . The book has enough resources for both the students and the professionals . It does the job of a knowledgeable teacher . Both the theoretical and the practical aspects are well taken care of . The Four Public Relations models defined by Grunig , deal with the core issues related to this topic .Main ideas / techniques :The listing of the topics covered and enumerated is fairly long , but if one keeps out its printout , in the form of a pocket-guide , it will prove useful . The topics are , the concept of pubic relations , origin and contemporary structures of public relations , public relations and public responsibility , professionalism in public relations , elements of public relations management , defining and choosing goals and objectives ,identifying organizational linkages and publics , budgeting and decision making , evaluation research , legal constraints , media relations ,employee and member relations , community relations , public affairs and government relations , relations with active publics consumers ,environmentalists and minorities , financial public relations , promotion ,fund raising and public communication campaigns , public relations writing , press releases , catering to the press , using radio , television and videotape , preparing to speak , brochures , fact sheets and direct mail , newsletters , newspapers and magazines , photographs and illustrations , slides and multimedia representations , films , exhibits and special events , annual reports and financial writing , public relations advertising , lobbying and toward a mature profession .So , that is public relations . Interesting and many times , annoying ,because it is to deal with the public of various types of emotions ,tempers and opinions .Evaluation :It is not possible to evaluate the issues involved in public relations within the perimeters of this small article . An effort has been made to discuss the most important aspect of it , in the prevailing conditions today– the management of media . Media…