The NOG to Public Relations & Communication A candid, engaging, and refreshingly straightforward guide to deconstructing and effectively implementing one of the most powerful yet misunderstood management functions of the modern age: public relations. More than a century after it entered the business lexicon, the brand – and market – building potential of PR is still barely tapped into. Why? Because if business leaders don’t understand, at a fundamental level, how PR contributes to the bottom line, they’re unlikely to invest in it. In this guide, award-winning PR strategist and teacher Shonali Burke sets the record straight about the power of PR, showing you how – when done right – it is by far the most effective way to build trust with your audiences and, as a result, transform your brand’s position, thought leadership, and market share. In this guide, you will learn: How to connect PR to business goals from the get-go How to write a PR strategy that makes business sense How to humanize your business by telling data-driven stories What The 7C Social PR Framework™ is and how to use it How to identify and work with influencers who matter… including the media, and How to measure PR, so you can truly capture its value Shonali channels her 20+ years’ experience working with some of the most beloved brands in the world into this guide, which is extensively illustrated with anecdotes and use cases from a wide range of industry and business leaders. Whether you’re a new professional or seasoned leader, this guide will become your trusted roadmap to developing and implementing your winning PR strategy.