* Focused toward aspiring PR professionals who aim to be successful at the highest levels of organisations
* Lessons from the book are applicable to public, private and not-for-profit sectors
* Helps PR students and professionals to systemise their thinking to enable them to articulate and defend their contribution as a strategic asset
* The second edition features new and updated case studies, and covers new topics such as social media, big data, AI and behavioural economics
* Supplemented by online resources, including lecture slides and a test bank of questions
