The new revised edition offers us a broader, more comprehensive and more relevant view of all aspects of public relations since its first publication eight years ago. The first edition received positive reviews from eminent theoreticians and media. The new edition is fully modernised and updated, with an increase in the number of chapters from 34 to 54 and the inclusion of some new units, such as: public relations in the institutions of culture and art, public relations in religious organizations, public relations in trade union and voluntary organizations, public relations in educational institutions, public relations in sport, celebrity public relations, online public relations, and so on. Content is also supplemented by 56 case studies that further assist in understanding how to overcome theoretical and practical problems that people in public relations face every day. The book is primarily intended for students in all three cycles of study and, at more than 1300 pages, is in compliance with the content and standards of advanced European and global countries. Our agency Shift Brand Design is meritorious for the graphic design of this extensive work. Successful cooperation with the author resulted in a book which allows the reader easy movement through its contents while maintaining aesthetics and functionality through the large number of pages.