Publisher's Synopsis
The 'dark art' of spin has been with us for a long time, and many have traced its lineage from the likes of PT Barnum through to government propaganda to today's modern PR industry.
Dark Art is different. Taking you behind the scenes to show you exactly how PR works at the highest levels, it reveals the many different ways in which relationships are managed and information is manipulated to achieve the desired results. Using high-profile examples of contemporary events, and written by experts in the field, it is a unique insider's view on a discreet industry. This is not about kiss-and-tell celebrity revelations or the tarnished 'churnalism' of using promotional press releases as news; this is a fascinating account of senior professionals at the top of their game, in an era of unprecedented change.
The traditional public relations role no longer works. The rapid digitisation of the media, the rise of social networking, the financial crisis and a climate of increasing corporate distrust: these are the realities that will lead to a transformation of the industry. Dark Art examines the challenges facing the PR industry, and sets out predictions for what the future might look like.
