This is an informative, in-depth introduction to PR, for small business owners. It provides valuable insight on how PR works, how to develop a strategy and tactical programme for your business, which you can easily operate alongside your business demands. This book is for is for you if: You want a comprehensive, practical understanding of PR - realistic and straight-forward. You are launching or in charge of a business/brand and want to understand all the various elements in more detail. You plan to manage your own PR in-house - this will give you enough information to do this. You are an entrepreneur or manager who needs to know more to manage staff and agencies effectively. You want a realistic, no-nonsense guide with practical advice and insight. You need to establish a press office function for your business. You are daunted at the thought of managing your own PR and don't know where to start. You are interested in finding out more about PR as a possible career path. The content and principles of this course can apply across most sectors with a UK focus but work particularly well for product/service businesses or consumer offerings. The author has more than 25 years of experience in the industry, working with a variety of start-ups and established brands.