Aiming to help people in public relations to examine themselves as communicators, this book provides a jargon-free overview of PR. It describes the techniques involved, and advises on how to make the most of them and to develop PR skills. Examples and check-lists are included, and the book also tells readers where to get help and advice if they want to investigate the subject more deeply. The author lists seven PR priorities: setting the objective, identifying the desirable result and required motivation, deciding the target audience, refining the message, planning how the message is to be delivered, planning and implementing the campaign, and measuring the results.