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We have all heard 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.