Public Relations Today and Tomorrow

Public Relations Today and Tomorrow, written by Herbert L. Corbin (KCSA Public Relations Worldwide, Chairman and Managing Partner), provides an unprecendented look at the public relations profession, focusing on topics such as improving the image of public relations, working with clients, what to look for in an agency, making a campaign come to life, compensation, media relations, the Internet and technology and more - a must have for every executive and anyone in the public relations, marketing and advertising world.This chapter features "real world intelligence" knowledge excerpts on public relations issues and is a great quick read summarizing the art of public relations and the major topics currently affecting pr professionals. The chapter also features proven strategies practiced by this executive that can be altered or adapted upon for your own business. This chapter originally appeared in the book Inside the Minds: PR Visionaries, also published by Aspatore.