Dark Art

* An inside look at how the public relations industry works at the highest level, illustrated by well-known examples from contemporary international events.; * Written by an experienced and well-connected PR practitioner, who takes the reader behind the scenes to reveal what really goes on.; * A timely analysis of an industry in flux, looking in-depth at the challenges the PR industry faces in the digitised age and making predictions about what the future may hold.

The definitive book on a fascinating industry: find out how PR works and what the future holds for the 'dark art' of spin'Dark Art' lifts the lid on the covert world of business and financial public relations. Tim Burt, former award-winning journalist at the 'Financial Times', charts the upheaval of an industry that generates multi-million dollar revenues for mainly private, and tightly held, agencies around the world. He sets out to explain the new tactics shaping strategic communications in the 21st century, and questions whether the industry can live up to its promises in a world where the media itself is facing an existential threat. As the industry struggles to adapt, Burt investigates the impact of the evolving digital environment, and the likely winners and losers from the old 'dark art' of spin. What emerges is a tale of corporate intrigue, where larger-than-life millionaires agonise about their reputations, where business promises are made and broken, and where demands grow for strategic communications services that can be trusted. Based on high-profile examples of contemporary corporate crises, this is a unique insider view on a discreet industry at a time of unprecedented change.' Dark Art' examines the challenges facing the PR industry and sets out a vision of how the industry might evolve.