This book is for you if one of these scenarios fits: (1) you just inherited the PR function on top of your other responsibilities; (2) you are headed back into the PR job market after several years; (3) you want to acquire some PR savvy for a prospective new job; (4) you have a communications degree, but never have worked in PR; or (5) you are new to PR and want a few tips from a veteran.It is a practical handbook that includes strategies for achieving good writing in a fast-paced environment, holding successful news conferences, using new media platforms, and preparing for on-camera interviews. The book also includes the bedrock basics of writing news releases for people who have never done it and people who just need to refresh their skills.