*SHORT-LISTED FOR THE BUSINESS BOOK AWARDS 2020!* "There is no strategy without a story. There is no story without the main character. The main character is you." PR for Humans is for pure-of-heart storytellers who want to cut through the noise and the nonsense. It brings together the essential and timeless principles of effective leadership communication. Belief. Clarity. Opinion. Energy. Context. Time. Humility. Imagery. Why are these things so important? Why do most people in PR and 'communications' not even talk about them? Why is PR for Humans even more important in the age of A.I.? In this fresh and energetic guide, former BBC correspondent Mike Sergeant draws on twenty years of frontline experience to reveal the secrets that every CEO, partner, board member, PR director and business leader needs to know. The principles and techniques he sets out in this book will help you deliver more powerful speeches, presentations, media interviews, videos, podcasts and blogs. They are the rocket fuel for your business and your career.