Because of its sheer size, the book, at first, appears to be overwhelming. However, it's clearly written and easy to move through quickly. Many PR people -- especially senior practitioners -- tend to turn up their noses at books on the subject (e.g., "I've lived it, what could I learn from a silly book..."). But, while not every page is for every practitioner, it's loaded with good information, some tactical, some theoretical. At the least, a handy reference guide regardless of experience...