To be a successful public relations practitioner one has to be a great communicator at all levels. This stimulating and original book shows PR people how to harness their personal powers of communication to enhance their personal brand and ensure that they get their message across. Andy Green takes an essentially creative and modern approach drawing on the very latest research and thinking into the how the mind works and how ideas are communicated. In particular, he introduces the reader to the theory of memes. A term coined by Richard Dawkins, memes are contagious ideas that once communicated spread like a virus. Green shows how to achieve this in the context of PR communications.

Offers a wealth of practical advice and guidance on understanding new trends and challenges facing communicators, particularly in the use of word-of-mouth, networking and branding. BPRA, Association of Public Relations Agencies in Switzerland Clear, accessible and not patronising, Green's book brings back the attention of the PR professional to the first object of his job: 'people' and it can also be useful for readers outside the PR sector. Italian Institute of PR Offers ideas for modern marketing and personal communications on topics such as branding and networking. Huddersfield Daily Examiner Offers ideas of modern marketing and personal communications on topics such as branding and networking. Kirklees Business News Practitioners should welcome what is, in effect, two books for the price of one: a guide to word of mouth marketing and a guide to professional networking. Behind the Spin A communications expert writes in terms of communicating one's 'inner brand' and managing the communications environment. Reference and Research Book News An impressive title, deploying creative tactics that supplement more typical 'PPD' specific titles, such as Cottrell's Skills for Success books. Paul Simpson - Greenwich College

Andy Green is a Fellow of the CIPR and is a leading expert on communications and creativity. He is the driving force behind the Wakefield Media and Creativity Centre, is a partner with Wakefield-based GREEN communications and Managing Director of creativity@work. He is the author of Creativity in Public Relations (Kogan Page) and co-author of A Minute with Tony Blair.