Following the great success of the first edition, the completely revised new edition of the standard work on cultural PR in the German-speaking world has now been published. The book analyzes the specific goals, challenges, and strategies of professional communication for art and culture, provides background knowledge about providers and consumers in the cultural and leisure market, and conveys practical fundamental approaches to PR for art and culture – from strategic planning to the creation of PR texts, the design of events and actions, to viral marketing. Numerous best-practice examples from various cultural sectors, ranging from "AKKi - Culture for Children" to the Berlin Philharmonic and the Kunstmuseum Wolfsburg, showcase a wide array of successful strategies in cultural PR.