Dark Art by Tim Burt

An industry insider's timely analysis of a field in flux Business and financial public relations, a discreet industry that generates multimillion-dollar revenues for mainly private agencies around the world, is entering a time of unprecedented change. This authoritative analysis from an experienced and well-connected PR practitioner explains the new tactics shaping strategic communications in the 21st century and posits the likely winners and losers from the old "dark art" of spin. Investigating the industry's struggles to adapt to an evolving digital environment, it questions whether the field can live up to its promises in a world where the media itself is facing an existential threat. Based on high-profile examples of contemporary companies' crises and filled with corporate intrigue, this unique inside view examines the challenges facing business and financial public relations and presents a vision of how it might evolve.