We have all hear of PR but how many of us know what it involves?

Can we do it ourselves with reasonable expectation of success or do we have to sub-contract it to an expensive consultancy?

How does it relate to marketing?

Do we know how the press and media work?

Can we write in a way which will whet the appetite of a professional journalist?

How can we sell the idea of a PR function to our boss – or even our Financial Director?

This new book covers all aspects of an increasingly sophisticated profession and sets out some answers to questions like these in an accessible but authoritative way.

1. What is Public Relations?
   1. What is PR?
   2. Two-Way Communication
   3. The Great Dunlop Squash Racket
   4. Shock! Horror! Drama!
2. The Standing of PR
   1. The guises under which PR operates
   2. Who needs it?
   3. Applying PR in practice
   4. Product PR
   5. Business PR
   6. Financial PR
   7. Political PR
   8. Internal PR
3. Planning & Evaluation
   1. Planning Approach
   2. Example of a PR Plan
4. Media Relations
   1. The newspaper
5. The Broadcast Media
   1. TV & Radio
   2. Media People
6. The Persuasion Techniques
   1. The press release
   2. Some golden rules
   3. The Mutual Benefits
   4. The Visit