This book is built around the idea that PR as a communications discipline has no boundaries. It is the PR professional’s manual for creating that specific type of mindset and building the necessary skills to meet today’s communications challenges, which include mastery of the fundamentals, cultivating unbridled curiosity and creativity, the art of listening, and never losing sight of business objectives. This book is a cornerstone for PR students and novices looking to break into the industry, and for junior and mid-level PR practitioners interested in learning new skills, which they can use to gain a creative edge on their competition.