CONTENTS
Preface: A Nose for Today’s News
2.Tell Me a Story: The Importance of Engagement
3.Crafting the News: Artful Persuasion
6.Power to the People: Giving Your Brand a Personality
7.Cause Is the New Celebrity: Doing Good to Do Well
9.Go Big and Stay Home: Global Versus Hyperlocal
10.The New Relations in Public Relations
12.Keep Calm and Manage On: Crisis Management
13.Measurement: As Simple as Three Letters?
14.Trendspotting: Forecasting the Future
15.The Future of Public Relations: New Definitions
Free Sample of Talking to Crazy by Mark Goulston
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