Learning a foreign language can sometimes be easier than learning to speak the same language as your target audience. Maria Lapuk, who created a true PR specialist's handbook, knows this well. She has covered the entire theory of PR and shared tips for applying each of the described tools. From a description of the types and goals of PR to a review of specific PR campaign examples, Lapuk consistently examines every aspect of a PR professional's work. You can open the book to any page and immediately apply the advice you find there. After reading, you will learn how to create unique offers and win during crises, how to see news in everything, how to measure PR effectiveness, and how to increase profits with smart PR strategies. You will also learn which types of content are suitable for different situations, learn how to create high-quality content, effectively manage the information space, and become familiar with the specifics of PR in different parts of the world.