A unique guide to managing communications teams and budgets, from setting targets to tracking performance, for anyone taking on responsibility for communications within an organization. It introduces the main disciplines - marketing, media management, branding, digital and so on - to show what they contribute and some of the ways they can be used or abused. It sets out robust and flexible approaches to managing communications, including helping secure buy-in from non-communications colleagues who may be suspicious of a world which is hard to measure and filled with jargon. Critically, it explains the psychological profile and motivations that shape the way communications professionals work and how to get the best out of individuals and teams. And with the book's self-help tools, it can help the reader develop their own management style.