About The Book

This book is built around the idea that PR as a communications discipline has no boundaries. It is the PR professional's manual for creating that specific type of mindset and building the necessary skills to meet today's communications challenges, which include mastery of the fundamentals, cultivating unbridled curiosity and creativity, the art of listening, and never losing sight of business objectives.
This book is a cornerstone for PR students and novices looking to break into the industry, and for junior and mid-level PR practitioners interested in learning new skills, which they can use to gain a creative edge on their competition.

About The Author

Sandra is a recognized thought leader in public relations strategy and audience connectivity. She has authored articles for AdAge, PRWeek, PM360, Pharmaceutical Executive, Fox News outlets, WomenEntrepreneur and the Journal of the American Dental Association, among others.
In her agency and corporate positions, and as co-founder of jacobstahl since 2003, Sandra has shaped communications AN INTRODUCTION TO SANDRA STAHL strategies and campaigns for companies of all sizes, from leading multinationals to start-ups, as well as non-profit organizations and academic institutions.
Sandra is considered especially valuable to her clients and colleagues for the creativity and stakeholder insights she brings to communications solutions and her ability to distil the complex into the manageable. She has extensive experience in brand, corporate and internal communications with a distinctive strength in developing narratives that contribute to relationships that matter.
Sandra is on faculty at the Brand & Integrated Communications graduate program at the City College of New York. She lives in New York and is married with three children.

Content

Prologue
PR has no boundaries
The PR fundamentals
Think attraction, not promotion
Creativity
Don't just listen; really hear and include
Words are our currency
Inspire to change behaviour
Why not? Embrace change
Never forget, it's business
Perfection is overrated
What's next for PR?
Messages from the masters
Resources
Epilogue
Notes and further reading
Acknowledgements