I read this book cover to cover in no time and found it extremely well-organized and packed with useful information. I run a small marketing agency--and with more and more clients asking me to get them media attention and PR--this book has invaluable to me to get up and running without ever having necessarily worked in the PR business. Before, I was sort of feeling my way blindly; now I feel like I know what I'm doing and I'm seeing some great success--for both myself and my clients. Great info, great stories, great techniques. A must-read for anyone who's serious about the business.