PR communications are a key way to create and manage a company's image. If you understand how a press release differs from a police report and why you should abandon yellow teaser headlines, if you want PR texts to always give exactly the effect you need, this book is for you. It will help you look at the usual PR tools from a new angle, make your texts better and more responsive to your goals. Heads of press services and PR departments will receive a unique tool for training and monitoring personnel. The book is suitable for heads and employees of press services, PR departments and PR departments; press secretaries and public relations specialists; employees of PR agencies and freelancers involved in promoting clients; newcomers to the profession and those who are just preparing to devote themselves to a career in the field of PR.