This guide aims to ensure that business managers will be confident to handle the demanding and often unfamiliar role of dealing with the media. It examines the best styles of presentation, how to communicate the right message to journalists, and how to foster good relationships with the media for future use. The text also provides guidelines to help managers target the right audiences and define the corporate image they wish to convey. The book has been built around key point summaries and checklists, with emphasis placed on practicality.