An introduction to public relations, including all new media tools and how to best use them   PR is an important part of running any successful business, yet many people are unaware of its potential and therefore unable to exploit it to the full. This book covers all aspects of the field, including PR campaigns, media liaisons, communicating with the audience, sponsorship, entertainment, crisis management, and using PR professionals. Current trends and technologies are also included to ensure that this book is current and relevant to all types of business. Careers in PR and media relations are covered in detail.