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This book has started it all... At least for me. It made me look in a different way at my job a PR Manager. It raised ethical questions, smashed perceptions and showed another way. This book is the "must read" for anyone involved in communications.

Should be compulsory reading at PR/Marketing schools.

Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and guidebook for helping public relations professionals apply effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations --involving all types and sizes of organizations.