The world of public relations has changed significantly in recent years. Consequently this third edition contains a great deal of new material, including the latest innovations and topics. The development of video as a public relations medium, both replacing film and expanding the uses of screened communication is examined, as are the variety of uses and kinds of video - corporate or business satellite video, videoconferencing, video news releases and satellite media tours. Details are also given of the international despatch of paper press releases by satellite. Situations confronting today's public relations practitioners such as the grey revolution, networking, effects of bad advertising, environmental issues, lobbying in the EC, products versus services and the family revolution are all looked at and discussed. This volume explains in detail how to, and how not to, write publishable news releases and feature articles, and how to plan and budget for cost effective PR programmes and activities. This book should be of interest to practitioners in PR and advertising.

Planned Press and Public Relations

Jefkins, Frank

Business & Money

Blackie Academic & Professional

Fish Processing Technology

Science & Math

Technology

Soil Biology (Tertiary Level Biology Series)

There is currently great interest in the biology of soil, stimulated by increased concern to conserve natural resources, not only in agriculture, but also in natural ecosystems. Recent developments in molecular biology have raised the possibility of manipulating soil organisms in order to improve food production and the quality of the environment. This book provides an integrated account of the organisms in soil - from viruses to trees, the environments in which they live, and the ways in which they can modify soil by their biochemical processes. The ways in which organisms interact, particularly with plant roots, and the methods of manipulating soil organisms are also discussed.

Engineering & Transportation

Wood, Martin

Engineering

Radiation Oncology Advances provides a comprehensive overview of the exciting developments shaping the current and future practice of radiation oncology. Advances in treatment planning and delivery, in biological targeted therapies combined with radiation, and in functional and molecular imaging are all covered. The contributors are leaders in the field offering a critical evaluation of their clinical practice and its relevance. Series editor's comments: "Advances in radiation oncology have transformed the current management of cancer patients. Key scientific discoveries and application of modern techniques are reviewed. A spectrum of topics is covered, including imaging and biologically-based treatment planning; molecular biology and targeted therapies; treatment delivery; and clinical accomplishments." Steven T. Rosen Series Editor

Side Chain Liquid Crystal Polymers

McArdle, C.B. (Editor)

Chemistry

In recent years various industries have demanded not only greater use of polymeric materials but also the development of polymeric materials with specific properties. Major users include the automotive and transport industries, electrical and electronics industries, and the packaging industry. Following the success of Speciality Polymers, Dr Dyson's book provides an overview of the main types of polymeric materials used in engineering, and discusses their applications - both practical and potential.

Engineering Polymers

Robert William Dyson

Human Evolution

Introduction to Metamorphic Textures and Microstructures

Updated to take account of advances in metamorphic petrology, this book provides an introduction to the textural and microstructural features of metamorphic rocks.

Andrew J. Barker

Earth Sciences

Avalonian and Cadomian Geology of the North Atlantic aims to provide region by region syntheses of those terranes which are believed to have once formed part of the Late Proterozoic Avalonian-Cadomian belt. The belt originally comprised a series of volcanic arcs and marginal basins formed during the period c. 700-500 Ma ago, producing a range of calc-alkaline volcanics and intrusives and marginal basin sediments partly founded on continental basement rocks. Originally about 9000 km long, the belt is made up of a number of terranes later separated by the Caledonian orogeny (c. 500- 400 Ma), Variscan orogeny (c. 325 Ma), and the recent opening ofthe Atlantic Ocean (c. 70 Ma). The rocks therefore are now located on both sides of the Atlantic, as far apart as Florida and Czechoslovakia. A possible modern analogue for the Avalonian-Cadomian belt may be the present-day Western Pacific margins. We believe that a synthesis such as this provides the basis for correlation of the timing of events and hence improves our understanding of the underlying tectonic framework of the belt. This book developed from the recognition of, first, our own lack of knowledge of contemporaneous events outwith Armorica, and, second, the likelihood that other researchers working on individual areas or terranes do so in relative isolation. We have therefore commissioned chapters from researchers considered to be experts on their own particular areas.

Avalonian and Cadomian Geology of the North Atlantic

Strachan, R. A.

Photochromic polymer systems are of two main types: those which are merely solid solutions of photochromes in polymeric matrices and those custom-designed polymers which inherently exhibit photochromism. This book provides a concise review of developments in such systems over the past two decades. The coverage has been limited specifically to applied sys tems, or areas with potential applications, although over 500 references cite much of the literature on the fundamentals of the subject. In general, non-biological organic photochromism in organic matrices has been covered. However, the unique properties of polysiloxanes merit special mention in Chapter 4, because of the attributes that such inorganic polymers can provide in certain systems such as liquid crystalline photochromic polymers, where two extremely interesting phenomena are combined. In addition to outlets in polarization-sensitive holographic recording media, such materials exhibit interesting non-linear optical effects suitable for optical switching and rheo-optical phenomena which may find application in mechano-optic transduction. Within this framework examples of all the important photochromic mechanisms are covered by authors from both the industrial and the academic sectors. Given the photonic nature of the phenomenon under discussion, it is not surprising that many optical applications have been proposed. It is perhaps more surprising, however, that, until recently, no large scale markets had been identified that could commercially exploit photochromic phenomena.

Applied Photochromic Polymer Systems

High-Performance Glasses

M. Cable

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