From the White House to Hollywood, from Internet start-ups to corporate giants, a dynamic discipline--power public relations--is continuing to shape the fortunes of today's corporations, politicians, heroes, and products. No longer just a prop to marketing or corporate communications, public relations has become a powerful, persuasive discipline and a force to be reckoned with. What exactly is power PR? It's a research-based matrix of sophisticated public relations techniques being used to influence thinking and shape public reaction. An arsenal of powerful tactics for the aggressive engineering of perception, power PR is a major branch of organizational functioning and the essential element for success in business or politics today. Leonard Saffir's Power Public Relations chronicles this new PR--from its infancy in mass media to its apex in the Information Age--and offers a myriad of examples of power PR in action--in business, in politics, in entertainment, on the Internet, in the courtroom, in the news, and elsewhere. Complete with hands-on advice for working with the media, capturing public interest, and building and evaluating a successful public relations program, Power Public Relations presents new opportunities for anyone who understands the new PR and puts it to work.