Dark Art

Formerly an award-winning journalist at the 'Financial Times', Tim Burt is now managing partner at StockWell Communications, where he provides strategic counsel to some of the world's largest companies. He is a former partner at Brunswick, one of the world's largest PR agencies. He lives in London.

• Contents vii Introduction Part one: The Great Persuaders 1 1. The Age of Anxiety 3 2. The Feudal System 12 3. Managing the Media 21 4. Barter and Persuasion 30 5. Battle for Scoops 39 6. Return on Investment 48 7. Rules of the Club 57 Part two: The Reckoning 67 8. Crisis, What Crisis? 69 9. The Five Stages of Grief 77 10. Media in Peril 86 11. Digital Divide 95 12. The Launderette 105 13. The Tower of Babel 114 14. Intelligence Agencies 124 15. Talent Pool 133 16. Quadrennial Test 143 Part three: Good Reputations; Bad Reputations 153 17. Reputation Management 155 18. Risky Business 165 19. Constant Vigilance 175 20. Securing a Narrative 184 21. New Rules of Engagement 193 Index 205

"A well-timed book on what has become a major industry in its own right... paints a stark picture of life behind the boardwood panelling." - Dan Roberts, The Guardian; "Invaluable" -www.behindthespin.com; "Required reading for leaders seeking insights on the risks and opportunities of communicating and conducting business in a digital world." -Jac Nasser, Chairman, BHP Billiton; "With the digital revolution disrupting businesses around the world and the media in crisis, public relations is growing with a new confidence. 'Dark Art' unpicks the history and assesses the forces driving modern PR and its increasing influence. Tim Burt offers a shrewd insider's guide." - Richard Sambrook, Global Vice Chairman, Edelman; "Manifesto for a more trustworthy PR ... an exposure of PR's 'dark arts'; an analysis of recent turbulence in the great persuasion industry and, ultimately, an argument for a more responsible approach to reputation enhancement" - Ian Hargreaves, The Financial Times; "Eye-opening ... shines a light on an industry that likes to be "heard but not seen" --New Statesman