Today, personal charm and mastery of well-known techniques are not enough for a PR manager to work effectively. A competent PR specialist is not only a creator, but also a manager who solves business problems: generating additional profit, gaining leadership, and exerting influence. This is a profession that requires a broad outlook and analytical thinking. The book's material is based on the author's many years of experience in the field of Russian PR practice. Proven and effective methods are proposed for preparing texts for the media, developing attractive headlines, sending out press releases, organizing press events, creating news in the absence of news, maintaining information on a website and corporate blog, and many others. The book “Practical PR” places special emphasis on the application of managerial skills in PR: approving key messages, implementing communication policies, drawing up and approving plans and budgets, working with contractors, evaluating performance, interacting with colleagues and management, etc. The book recommended for managers and employees of PR, advertising, marketing departments, as well as teachers and students of relevant specialties.