This book provides a practical introduction to the basic principles of public relations and effective communication. It caters to the professional need of practising PR persons, the academic requirements of the students of PR and communication courses, and for the larger segment of the formally uninitiated, who may have to deploy these tools and techniques in some form or the other. This is indeed a landmark publication in the emerging disciplines of public relations and communication. At all times the emphasis is on providing ideas and guidelines to develop personal skills in the practice of public relations. The second enlarged edition shows how the principles can be applied in everyday professional life.