The concerns of public relations operate both ways between the subject entity, which may be thought of as the client, and the publics involved. The important elements of public relations are to acquaint the client with the public conceptions of the client and to affect these perceptions by focusing, curtailing, amplifying, or augmenting information about the client as it is conveyed to the publics. Modern corporate executives often do not excel at public speaking or writing in nonbusiness language, and a duty of public relations is to translate executives' knowledge into speeches or articles intelligible to nonspecialists. In fact, the prime responsibility of public relations can be seen as interpreting the client to the public and vice versa. This book deals with media advertising goals, types, principles and agencies. The field of advertising has been dealt keeping in mind the practical advice for media business, the press and the web. While analyzing Public Relations and corporate advertising laws, ethics and education, the focus lies on their elements, dimensions and applications. Contents: Theories of Communications