To be a successful public relations practitioner one has to be a great communicator at all levels. This stimulating and original book shows PR people how to harness their personal powers of communication to enhance their personal brand and ensure that they get their message across. Andy Green takes an essentially creative and modern approach drawing on the very latest research and thinking into the how the mind works and how ideas are communicated. In particular, he introduces the reader to the theory of memes. A term coined by Richard Dawkins, memes are contagious ideas that once communicated spread like a virus. Green shows how to achieve this in the context of PR communications.