- The Concept of a Public
- Relationship-Building Approach in Public Relations
- Segmenting the Public
- Public Relations and the General Public
- Public Relations and Community
- Public Relations and Communication
- Summary of Reviewed Literature
- Quantitative Analysis of Blogs
- Chronological Analysis of the Conversation in Blogs and Mainstream Media
- Qualitative Analysis of Blog Posts and Mainstream Media Articles
- Selecting the Top Blogs
- Analysis of Negative Themes in Blogs and Mainstream Media
- Summary of Results
- Summary of the Case
- Summary of Negative Consequences
- The Blogosphere as the Primary Cause of Negative Consequences
- Identities of the Most Influential Bloggers
- Mapping the Bloggers to Publics
- Implications of the Results for Existing Theory
APPENDIX A: SCREENSHOT OF THE WALL-MARTING ACROSS AMERICA BLOG
