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.Effective PR: Be Your Own Expert: covers all aspects of the field, including PR campaigns, media liaisons, communicating with your 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. Spin, careers in PR and media relations are covered in detail.Topics include:- Planning a PR campaign- Media relations- Audience communication- Sponsorship- Entertaining and corporate hospitality- Internal PR- Specialist PR- Evaluating successUseful addresses and further reading are also included to enable you to take your campaigns in a number of directions.NOT GOT MUCH TIME?One and five-minute introductions to key principles to get you started.AUTHOR INSIGHTSLots of instant help with common problems and quick tips for success, based on the author's many years of experience.TEST YOURSELFTests in the book and online to keep track of your progress.EXTEND YOUR KNOWLEDGEExtra online articles at www.teachyourself.com to give you a richer understanding of PR.THINGS TO REMEMBERQuick refreshers to help you remember the key facts.TRY THISInnovative exercises illustrate what you've learnt and how to use it.