Learning a foreign language is sometimes easier than learning to speak the same language with the target audience. Maria Lapuk, who runs the successful PR agency Vinci Agency, is well aware of this. Maria has created a real PR desktop book. She disassembled the whole theory of PR and shared tips for using each of the described tools. Starting with a description of the types and goals of PR and ending with an analysis of specific examples of PR campaigns, Lapuk consistently analyzes every aspect of the PR activity. You can open the book on any page and immediately apply the advice found there. Maria Lapuk explains how to create unique offers and win in crises, how to see the news in everything, how to measure the effectiveness of PR and how to increase profits using competent PR strategies. The reader will learn what types of content are suitable for different situations, learn how to create high-quality content, get acquainted with the peculiarities of PR in different parts of the world and learn how to profitably manage the information field. PR is not the easiest job, here you need to have logic, be able to predict, see the whole business, and not just a narrow direction, be able to level conflicts, be honest and know how to swim out when you find yourself between two fires.