Public relations -- the power to influence perception -- has never been more critical to success. In today's media-saturated, Internet-driven, fast-breaking global security, it can help us achieve our goals -- or undo us. In this comprehensive manual, the "Father of Public Relations" shares his battle-tested secrets on how all of us can form a positive image -- whether we're a Mom and Pop deli or a CEO. This eminently practical guide offers sound advice on every aspect of corporate communications:

- How to get the media on your side.

- How to prepare for, respond to, and use a crisis to your advantage.

- How to make speeches and presentations with confidence and ease.

- How to transform your career through the power of the written word.

- How to master up-to-the minute methods for keeping communications vital.

Highlighted by interviews with experts in every area of communications, this is an invaluable resource no businessperson can afford to be without.