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This chapter is excerpted from 'An Overview of the Public Relations Function, Second Edition'. This book provides an executive review of the field of public relations with a focus on what managers need to know in order to master the function. Throughout the text, we integrate the academic with the professional by asking, 'How can an executive use this knowledge to make the most of the public relations function to help the whole organization be more effective and successful?'. Part I of the book acquaints the busy manager with the lexicon of the public relations field and provides research on the theory of public relations, its subfunctions, such as research or public affairs, and the ethical guideline CERT formula: Credibility, Ethics, Relationships, Trust. Part II examines the role of the CCO and dominant coalition, organizational culture, structure, effectiveness, managing stakeholders and publics, using research to create strategy, and the four-step process of public relations management ('RACE'). Part III discusses the advanced management concepts of issues management, specialization in the sectors of public relations (corporate, agency, government, and nonprofit), managing values, deontological ethics, conducting moral analyses, and counseling management or leadership. We review what research found regarding the most excellent ways to manage public relations, both beginning and ending with ethics. We examine current thought to help managers and students master the most important concepts of management in the field quickly, accessibly, and with an eye toward helping an organization or client achieve the most effective results through cutting-edge, research-based strategic public relations management.