The Big Idea
Professional public relations advisers believe that an organized, cohesive effort to develop a reputation is likely to yield better results than one which happens without any thought. PR comes in all shapes and sizes and with a price-tag to match.

The person you approach to help you promote a product is probably quite different from the one you should be talking to about managing your lobbying of parliament or setting up a community relations program. You will have to judge the level of advice you need according to the problem you wish to solve or the aspect of your communications you wish to manage.

This book seeks to take the mystery out of PR, and present it as a practical aspect of good business. It demolishes a great many myths about PR and provides many examples of its successful application.