With the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with aone voicea in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall a and potential buyers are less moved by what they view as asales messagesa - effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives.