The process of managing the spread of information between the public and an organization or individual is known as public relations. It is concerned with the strategic communication between people and organizations to maintain mutually beneficial relationships. It focuses on articulating views on issues that are relevant to the stakeholders. The discipline aims to inform public, customers and other stakeholders to persuade them in maintaining a positive outlook towards the individual or the organization. Some of the key aspects of this domain are designing communication campaigns, writing speeches, arranging interviews, writing website and social media content, working with the press, and marketing activities like event management and brand awareness. This book provides comprehensive insights into the field of public relations. It also unfolds the innovative aspects of this field which will be crucial for the holistic understanding of the subject matter. As this field is emerging at a rapid pace, the contents of this book will help the readers understand the modern concepts and applications of the discipline.