* The first book to show PR professionals and students how to go beyond the status quo and actually invent new products and services
* Reshapes perceptions and the practice of PR from its past as an organization's mouthpiece to its future as an organization's creative engine
* Cultivates a generation of rule breakers who create new communication vehicles and construct campaigns across industries
* Written by an award-winning PR pro, the material in this book has been presented at three international conferences and earned a global audience
